Woolworths has appointed Hogarth as its agency of record for production of omnichannel content, supporting the Woolworths content team in the production of social, digital, print and audio content.
The appointment comes as Woolworths sees significant growth in omnichannel engagement, with customers seeking inspiration to make the everyday easier. To meet the insatiable appetite for content, Woolworths has also identified the opportunity to decouple creative and production, in-housing a number of services to support scale and agility in storytelling.
Hogarth was chosen following a three stage RFP process concluded last month.
Keshnee Kemp, Woolworths head of branded content said: “We’re continually looking for new ways to meet our customers’ need for trusted inspiration and relevant information in the most convenient formats at the right time for them.
“Bringing a number of creative capabilities in-house enables us to build capability and create data and insight-driven content that meets the needs of our customers at pace, whatever platform that might be on. We’re excited to collaborate with Hogarth as we continue the evolution of Today’s Fresh Food People.”
Justin Ricketts, CEO, Hogarth AUNZ said: “We are excited to partner with Woolworths to help design and deliver a smarter and technology-enabled content studio solution.
“A solution that is designed to integrate with the evolving strategic and creative capability that Woolworths are continuing to build in-house. It’s a partnership that leverages our unique blend of creativity, production and innovation to ensure that we can remain right on the edge of Woolworths current and future content needs.
“We could not be more excited to partner with Woolworths – an established and future-focused client with such aligned company values.”
