Woolies’ Cartology creates agency team, with two hires made ahead of October launch

Woolworths’ media business, Cartology, has announced plans to launch a specific offering for agencies and brand marketers in mid-October.

The agency team will offer a “refreshed value proposition, including a portfolio of media assets that connects brands with Woolworths customers in a meaningful way,” according to the Mike Tyquin-helmed company.

The announcement follows four senior hires being made in May, including Jessica Hunter as head of agency partnerships. She will lead the new agency offering having joined Cartology in June from the Daily Mail, where she was commercial director.

Cartology’s Tyquin with one of the business’ in-store screens

“We offer brands a diverse media platform across the trusted Woolworths ecosystem, utilising insights from the Everyday Rewards program,” Hunter said.

“I am confident that media agencies will be compelled by the opportunities Cartology offers, which will deliver concrete results for their FMCG and Liquor clients.”

Harding joins from Nine

Hunter has two new reports ahead of the offering’s launch: Ashleah Harding and Shannon Moriarty. Both take on the title of group agency partnerships manager, with Harding taking responsibility for the Victorian team and Moriarty heading up New South Wales and Queensland.

Harding will spearhead the launch of Cartology into media agencies, and joins from Nine, where she was national head of retail. Moriarty steps into the position after 12 years at News Corp, most recently as group sales manager.

“I’m delighted to have both Ashleah and Shannon join our growing agency partnership team. They bring a wealth of experience to the Cartology team ahead of our launch to media agencies in October,” Hunter added.

Moriarty spent 12 years at News Corp

When Cartology launched last year, Woolworths said the business would “progressively replace the existing media selling model and arrangement” currently used for its owned media assets, but continue to work with Dentsu Aegis Network’s bespoke agency Woolworths@DAN.

Tyquin, the former CEO of Adshel and before that, EYE, was named head of Cartology in March when plans to launch it were made public.


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