Woolworths puts retail account in review

Steve’s breakdown: The account is worth over $100 Australian and M&C Saatchi is defending.

SYDNEY, Australia: Woolworths has launched a review of its creative advertising account, marking the fourth major account M&C Saatchi has defended in recent months.

M&C Saatchi worldwide chairman Tom Dery confirmed to AdNews that the review is in its early stages, and said wider economic troubles in the retail sector are the primary cause.

“It’s a review that’s understandable,” Dery said. “There is a great deal of consumer uncertainty in the market, so it makes sense that Woolworths would review all market activity. I don’t think it is a reflection of the work that is being done, it’s more about the company examining the future of the business.”

The review does not include Woolworths’ company brands Dick Smith or Masters, which are both held by M&C Saatchi. The agency is currently defending both its Optus and Qantas accounts, and recently lost its Westfield account to Moon Communications.

Woolworths launched a review of its media account in May. Incumbent Mitchell & Partners retained the account.

Woolworths spent an estimated $101.9 million on main media in the 12 months to August 2011, up from $82.8 million in the prio period, according to Nielsen.

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