Woolworths Group is bringing together its digital, creative and media businesses to create an innovation hub at the Seidler building in Sydney's Surry HIlls.
The landmark building will house Woolworths digital arm WooliesX, creative agency Greenhouse (powered by M&C Saatchi), media business Cartology, and the newly created BIGWX.
The move signals a digital-first creative approach and will ensure teams leading brand and creative will be better connected to those delivering industry leading innovation in online retailing.
“Our ambition is to create a centre of excellence which will allow us to accelerate brand growth through creativity and connected experiences," says Woolworths CMO Andrew Hicks.
“We co-created Greenhouse with M&C Saatchi almost five years ago as a bespoke, collaborative model and we're proud of the work we have done together during that time.
“In many ways, this is a natural next step in what was originally intended. With the addition of WooliesX and Cartology, we are continuing to build a progressive partnership model where skills and capabilities come together to solve problems regardless of who any individual works for.
“I’m excited by how we can create better experiences together by maximising the power of creativity through all parts of the brand. I look forward to harnessing the opportunities this collaboration will provide us.”
Justin Graham, CEO at M&C Saatchi AUNZ: “We couldn't be prouder of our unique partnership with Woolworths, or more excited to evolve the Greenhouse model for the next horizon.
“Integrating more deeply into Woolworths' ecosystem will help unlock a broader canvas of creative opportunities. Bespoke and progressive models like Greenhouse will be a big part of the future of our industry.”
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at email@example.com