Woolworths incumbent M&C Saatchi has been appointed by the retailer to handle the advertising for its first foray into the hardware and home improvement sector.
The agency, which has handled the main creative account since 2002, won the business following a three-way pitch against agencies Ideaworks and one agency from Clemenger Group.
Woolworths home improvement marketing manager Jo Hay said: "M&C Saatchi brought fantastic ideas to the table in terms of positioning the new business, rolling out the brand and launching the new stores. In the short term, we need to firm up the marketing plan for the next financial year."
M&C Saatchi worldwide chairman Tom Dery told AdNews: "It was a tough competitive pitch. We're thrilled at the opportunity to extend our relationship with Woolworths."
The first of Woolworths' hardware and home improvement stores will be opened by mid-2011, with plans to open 100 outlets by 2015. The value of the account in terms of billings was not disclosed.
M&C Saatchi has enjoyed a strong new business run this year; in April the agency won the $4 million Building Brand Australia account, while in July, it won the creative account for ING Australia's wealth management and insurance business.
More recently, M&C Saatchi snatched the David Jones creative account from Saatchi & Saatchi. M&C Saatchi also launched a digital production agency called Make in July.
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