Woolworths names Society as PR agency of record

Woolworths has appointed Society Marketing Communications as its public relations and influencer management agency of record.

The appointment follows a three-stage Request For Proposal (RFP) process that occurred at the end of 2020. The incumbent on the account, WPP AUNZ’s BCW, has been contacted for comment.

Society will support Woolworths’ public relations team across seasonal campaign activity, product launches, community and local marketing activity, while overseeing the management of the retailer’s influencer engagement.

Society founder and managing director, Dena Vassallo, said: “The past year has confirmed for us that Australians are looking for authentic, transparent and human-centric communications from brands.

“The founding philosophy behind Society is to put people first when creating communications campaigns, and our approach is perfectly aligned to Woolworths values.

“As an independent and Australian-owned agency, we look forward to enhancing the engagement between Australia’s leading food store with its local communities, highlighting the good work they carry out each day and celebrating the ‘Fresh Food People’.”

Woolworths has recently made a number of changes to its public relations team, hiring Will Lehnertz as public relations manager on the external communications team, and adding Cleo Trifonas as public relations specialist.

Will Lehnertz and Cleo Trifonas are recent additions to the Woolworths PR team

Woolworths general manager group external communications and community, Peter O’Sullivan, said Society would support the evolution in the brand’s communications brought about by the COVID-19 pandemic.

“We wanted to take a fresh approach to the way we work with our agency partner to support our PR and influencer management needs within Woolworths Supermarkets,” O’Sullivan said.

“After an extensive RFP review process, Society proved they can challenge traditional thinking and innovate the way we communicate with the many and varied communities we serve across Australia.

“By showcasing a shared passion for putting the customer first and creating engaging narratives consumers will genuinely care about, Society showed a deep understanding of our brand, which helped them stand out in a highly competitive pitch process.”

O’Sullivan also thanked BCW for “its dedication to the Woolworths brand over the past four years on a range of marketing campaigns and community initiatives.”

O’Sullivan and Vassallo previously worked together at PPR, now BCW.

Peter O’Sullivan – general manager of group external communications and community


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