Woolies review to tackle ‘inconsistent’ marketing

Woolworths has confirmed the reviews of its creative and research partnerships – held by M&C Saatchi and The Leading Edge, respectively – in a bid to address what Woolworths Supermarkets director Tjeerd Jegen called its “inconsistent” marketing output.

Earlier this week, the boss of incumbent agency M&C Saatchi Tom Dery called the review “perfectly understandable”.

The retailer also confirmed appointment of Elizabeth Ryley to run marketing for its supermarkets division. She replaces Luke Dunkerley, who was promoted to GM of consumer and corporate marketing in July.

The announcement:

Woolworths Supermarkets has today announced a significant review of its brand marketing and communications activity.  Led by the new Director of Australia Supermarkets, Tjeerd Jegen, the review will centre on reinvigorating one of Australia’s most recognisable and valuable brands, and extending an unswerving and proactive focus on the customer.

Specific changes include:
• The appointment of Elizabeth Ryley to the role of General Manager Marketing.  Elizabeth was formerly head of marketing at subsidiary, Progressive Enterprises in New Zealand and has extensive experience across retail and FMCG brands.

• A creative agency review process to ensure Woolworths is receiving optimum external support. Current incumbent is M&C Saatchi.

• A review of Woolworths’ main customer research provider. Current incumbent is The Leading Edge.

Mr Jegen said: “My observations are that our customer communications over the last couple of years have been somewhat inconsistent and lacking in clarity.  We have an incredibly strong brand with a proud Australian heritage and we need to make sure it is achieving its full potential.

“Elizabeth is a highly accomplished marketer with a very strategic and focused approach. Under her stewardship, I am  very confident our brand will clearly stand for unbeatable value and the freshest foods.”


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