Woolworths has appointed Droga5 as its new advertising agency, replacing incumbent M&C Saatchi.
Droga5 won the account after a pitch process which also involved Ogilvy, and the incumbent. AdNews recently revealed Ogilvy and Droga5 were the frontrunners on the pitch.
Woolworths general manager of marketing Lizzy Ryley said, "Droga5 is a highly innovative agency with a great reputation for strong creative ideas and strategic planning skills. The team demonstrated a very thorough understanding of our brand and its unique position in the hearts and minds of Australian shoppers and we are confident of building a successful partnership."
Droga5 creative chairman David Nobay said, "As a brand, Woolworths touches close to 20 million consumers every single week, and employs over 111,000 Australians. In that sense, it is a channel all of its own, and moves the conversation for an entire country. Being chosen to tell great stories around a brand that already shapes so much behaviour in this country is a genuine privilege."
M&C Saatchi handled the account for ten years. The agency will continue to work on the Woolworths Masters Home Improvement brand.
Droga5 will commence work in the coming weeks.
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