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Hires, Wins & Business
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M&C Saatchi takes giant Woolworths account off Leo Burnett; returns after four year break

Campaign Brief, 8 months ago

Prior to losing the business to Droga5 in March 2012, M&C Saatchi Sydney had held the account for ten years

M&C Saatchi takes giant Woolworths account off Leo Burnett; returns after four year break

After only two years Woolworths has dropped Leo Burnett Sydney, appointing M&C Saatchi Sydney as its key creative partner for its Supermarkets account.

Prior to losing the business to Droga5 in March 2012, M&C Saatchi Sydney had held the account for ten years - since first winning it from Leo Burnett Sydney (the latter creator of the long-running 'Fresh Food People' campaign).

In March 2014, Leo Burnett was appointed lead agency on the business, with Droga5 dropped from the roster soon after.

The win for M&C Saatchi comes less than a year after the agency snared chief creative officer Andy DiLallo from Leo Burnett. CB believes DiLallo had a very strong relationship with Woolworth's, which may have been a factor in the switch to M&C Saatchi.

Says Woolworths director of marketing, Andrew Hicks: "We're delighted to be starting a new partnership with M&C Saatchi. They have a formidable client list including some iconic and complex Australian brands and we're very happy to be adding Woolworths to that list."

"We have a solid foundation to build on with our price position and long-standing reputation as the Fresh Food People. With M&C Saatchi, we now look forward to creating a new generation of work that supports the next phase of our transformation."

Says M&C Saatchi Group CEO, Jaimes Leggett: "Woolworths is one of Australia's largest advertisers, one of the country's most valuable brands and one of the most sought after accounts. We couldn't be more excited to be back working with the Woolies team."

Hicks thanked outgoing agency Leo Burnett for their work over the past two years: "Leo Burnett have brought their skills and ability our diverse business. We thank them for their work in that time, including the relaunch of the Fresh Food People commercials, Low Price Always and most recently our Make It Famous Christmas campaign."

Says Pete Bosilkovski, CEO, Leo Burnett Sydney: "The Woolworths Supermarket business is in a state of significant change. We wish them all the best. I want to thank our talented people for their incredible hard work and unrelenting commitment over the two years. As always, our focus now is on our people, especially those directly affected by this change."