Woolworths has issued requests for proposals for its estimated $8 million creative advertising account spanning Australia and New Zealand, setting up a major agency contest. The retailer is fighting sustained accusations of price-gouging and is defending itself in a prominent Federal Court case led by the Australian Competition & Consumer Commission.
It is the supermarket’s first big marketing play under new chief marketing officer Sean Barrett, who joined in January from US retail group Albertsons Companies. Barrett previously oversaw brands including Safeway and Vons in the United States.
The leadership change follows the exit of Woolworths’ long-serving marketing boss Andrew Hicks, who left in June 2025 after 16 years with the group. Hicks has moved to UK retail giant Marks & Spencer, leaving Barrett to redefine Woolworths’ brand and communications strategy.
A fresh CMO often triggers agency reviews and this brief fits that pattern. The new pitch effectively resets a long-standing external relationship.
Woolworths’ long-term creative partner M & C Saatchi has chosen not to re-enter the race for the account, according to industry sources. That decision clears the field for a new agency to manage one of the country’s most visible retail brands.
The account covers major campaigns across both sides of the Tasman. Winning it promises significant fees and profile for the successful shop, and agencies are expected to focus on rebuilding consumer trust while sharpening Woolworths’ positioning against arch-rival Coles.
