Woolies appoints The Works for Everyday Rewards

In a big win for The Works, retail giant Woolworths has handed its Everyday Rewards business to the independent agency after a competitive pitch.

The win brings to an end Woolies’ relationship on the account with M&C Saatchi.

The announcement from the agency:

Woolworths have appointed The Works as the agency to their Everyday Rewards program. The Everyday Rewards loyalty card, which launched back in 2008, is now the biggest of its kind in Australia with over 6.4 million customers.

Over the past 2 months, Woolworths has undergone a rigorous pitch process to identify the right agency partner.

According to Emily Amos, Woolworths’ General Manager for Customer Engagement, ‘The Works understand that great creative ideas and strong strategic insights can only come from a deep understanding of the customer.

‘The team showed a thorough understanding of the Woolworths Everyday Rewards program and demonstrated how they can assist us in moving to the next step of building an emotional engagement with our members. We look forward to working with The Works to continue to bring a great rewards program to our valued members.’

The Works will work directly with the Woolworths Everyday Rewards team, evolving the program’s strategy and creative direction.

Douglas Nicol, Creative Partner at The Works said. ‘It’s quite apparent that like most loyalty cards in 2012, the importance of data and how to use the data is crucial. And we’re going to make that happen. Everyday Rewards is a phenomenally successful program and the current basic response rates are above the industry average. However, there is even more that we can do to engage customers. Undoubtedly, the next few years will be a very exciting period for Woolworths Everyday Rewards’.

Jon Holloway Strategy Director at The Works added: “Sometimes you meet really ambitious people and they are immediately infectious. That’s what happened with the Everyday Rewards team, we just knew we had to work with them from the first meeting. Our combination of unique strategic thinking and ideas at velocity gave us an edge and we just can’t wait to get started.”


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