The Australian branch of global advertising agency Leo Burnett is rumoured to be on the look-out for as many as 40 new staff member after they were handed the creative business for Australian supermarket chain Woolworths, whose creative has recently been handled by Droga5. This announcement comes hot on the heels of the retail chain appointing a new Chief Marketing Officer in the form of former Coles executive Tony Phillips, and the promotion of key, internal marketing staff. Phillips was brought on board in order to completely restructure the marketing division of the firm and it would appear he's certainly not wasting any time. The Leo Burnet team will of course need to conduct a full review before exact numbers are known, but it's estimated that around 40 Droga5 staff members have been at work on the account.
Tony Phillips was brought on board in order to completely restructure the marketing division of the firm
The last time the Woolworths account was up for grabs Leo Burnett declined to pitch to the company and has picked up the account this time purely on the back of their reputation, a pitch wasn't necessary. If Leo Burnett was playing the long game, the move has certainly paid dividends. In a statement Woolworths managing director of Australian supermarkets Tjeerd Jegen thanked Droga5 for their work and left the door open for the agency to return in the future by praising their work over the last 2 years, especially the 'Savings Every Day' campaign, but it's understood business will be handed over to Leo Burnett by May.
Philips joined Woolworths from the supermarkets main competitor Coles, where he has spent the last seven years in various roles as general manager of marketing communications, sponsorship and events, and category marketing. Philips will replace Jess Gill in the role of CMO (though Gill's position was never officially afforded that title when she was appointed last year) and Gill will become the director of customer experience. In this role she'll lead development of the company's brand strategy, format development, online customer experience and much more besides. Woolworths have said that Gill left a solid foundation that they hope Phillips will build on.
Tjeerd Jegen is “Very excited to be adding one of Australia's premier creative agencies” to their roster
Jegen is “Very excited to be adding one of Australia's premier creative agencies” to their roster, and believes that “With a new marketing team of Jess and Tony, combined with a new creative agency in the form of Leo Burnett,” Woolworths can further strengthen their position as Australia's leading supermarket. Leo Burnett Australia CEO (and regular on ABC TV's 'The Gruen Transfer') Todd Sampson “Can't wait to get started” and adds that “Tjeerd, Jess and Tony have huge ambitions for Woolworths,” and feels it's now Leo Burnett's job to help bring them to life.
Official Leo Burnet Australia Website
Benjamin Hiorns is a freelance writer who can't stand grocery shopping and was initially confused by a story regarding Woolworth's that had nothing to do with pick and mix.
