Woolworths brings digital, creative and media businesses together in ‘innovation hub’

Woolworths has created an ‘innovation hub’ in Surry Hills’ Seidler building housing its digital, creative, and media businesses.

The hub comprises digital arm WooliesX; the creative agency powered by M&C Saatchi, Greenhouse; Mike Tyquin-led media business Cartology; and the newly-created digital and data arm of Big W, BIGWX.

The Dentsu Aegis Network bespoke agency Woolworths@DAN will also continue as part of Greenhouse’s model.


Woolworths said the move is a sign of the business’ “digital-first creative approach” and “will ensure teams leading brand and creative for the Group will be better connected to those delivering industry-leading innovation in online retailing”.

Chief marketing officer Andrew Hicks added that this is the next step in the company’s continual evolution.

“Our ambition is to create a centre of excellence which will allow us to accelerate brand growth through creativity and connected experiences,” Hicks said.

“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.”

M&C Saatchi’s chief executive, Justin Graham – who replaced Jaimes Leggett earlier this year – added: “We couldn’t be prouder of our unique partnership with Woolworths, or more excited to evolve the Greenhouse model for the next horizon.

Justin Graham, Group CEO, MC Saatchi


“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.”

Media business Cartology – which was introduced to the market last year – will launch an agency team next month, and has already made a number of hires for the unit. Cartology made an additional four senior hires in May, including Jessica Hunter as head of agency partnerships, who will lead the offering.


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