Woolworths launches stand-alone media business with Mike Tyquin at the helm

One of Australia’s biggest retail brands, Woolworths, is launching its own standalone media business “to ensure supplier partners are able to better communicate and engage with customers along the path to purchase”.

Woolworths said Cartology – which will be spearheaded by former Adshel CEO Mike Tyquin – will “progressively replace the existing media selling model and arrangement” currently used by the brand for its owned media assets. The brand confirmed it will continue to work with Dentsu Aegis Network’s bespoke agency Woolworths@DAN. Woolworths@DAN is based in Sydney, and was led by former Carat chief digital officer Sarah James, before she departed to become MD of Initiative Melbourne.

Woolworths said Cartology has been established to provide a more streamlined approach for suppliers to better communicate with customers via in-store, digital and other media assets.

Tyqin – who departed Adshel after its sale to Ooh Media was completed last year – will take on the role of managing director, while 35-year Woolworths veteran Rod Evenden has taken on the role of general manager of operations.