TBWA wins Woolworths Everyday Rewards pitch
TBWA Sydney has been appointed to manage the brand strategy and creative platform for Woolworths’ Everyday Rewards account.
Mumbrella revealed the pitch last month, confirming the separation of the Everyday Rewards portfolio from the wider Woolworths brand.
The incumbent was M+C Saatchi, which held the account since 2017. M+C Saatchi’s bespoke agency Greenhouse Collective remains the lead agency on the Woolworths brand.
M+C Saatchi was also the incumbent on Big W — also part of Woolworths Group — which was picked up by 72andSunny following another pitch that concluded in April, also revealed by Mumbrella.
The pitch is one of the first wins for the Sydney team’s new leadership trio of Michael Hogg, Elektra O’Malley, and Matt Keon.
Recently departed TBWA ANZ boss Paul Bradbury described the leadership trio as “the start of a very exciting new chapter” for the agency.
Bradbury resigned from TBWA after nearly 20 years, as revealed by Mumbrella.
TBWA has been on a strong run over the past two years in particular. It finished 2024 with a number of major new business wins, including the Australian Defence Force, Kraft Heinz, and Helga’s.
The agency has also spent the first half of 2025 getting “future fit”, by investing heavily into AI. It appointed Lucio Riberio in May as its first chief AI and innovation officer. He operates across both internal and client-facing functions, helping scale AI capabilities throughout the TBWA network nationally.
Shortly after Ribeiro’s appointment, TBWA launched a new service called ‘Rise’, designed to ensure brands remain discoverable and recommended within AI-driven platforms. According to him, Google has “publicly buried the web alive” and “brands that move now will have a true first-mover advantage”.
Mumbrella has contacted TBWA and Woolworths Group for comments.
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Lauren McNamara was the associate editor at Mumbrella. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS. She left Mumbrella in August 2025.
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