Published on: July 22, 2026
Woolworths has appointed Droga5 ANZ as its creative agency for Australia and New Zealand following a competitive pitch, marking one of the retailer’s most significant marketing decisions under newly appointed Chief Marketing Officer Sean Barrett.
The account, reportedly valued at around AUD 8 million annually, was reviewed earlier this year. Droga5 takes over from M+C Saatchi, whose dedicated Greenhouse Collective managed Woolworths’ creative, social, and production responsibilities since 2017. M+C Saatchi did not participate in the agency review.
Speaking about the appointment, Sean Barrett said: “We look forward to partnering with their [Droga5’s] team to build distinct, meaningful work for our brands with our immediate focus turning to working together to deliver our upcoming Christmas campaign.”
The appointment represents Barrett’s first major agency decision since joining Woolworths in January. Before taking on the role, he spent nearly a decade with US grocery retailer Albertsons, including serving as Chief Marketing Officer, where he led marketing for multiple retail brands across more than 2,300 stores.
Barrett succeeded interim CMO Michael Laxton, who has transitioned into a newly created leadership role focused on customer AI within Woolworths’ CustomerX team. Laxton had overseen the marketing function following the departure of long-serving executive Andrew Hicks.
The agency appointment comes at a time when Australia’s supermarket sector is investing heavily in brand building while responding to evolving consumer expectations, increased competition, and ongoing cost-of-living pressures.
Droga5’s latest win further strengthens its client portfolio. Over the past year, the agency has secured several high-profile accounts, including Qantas’ Project Sunrise, Transport for New South Wales Safety, the University of Auckland, and Optus.
Across the wider Woolworths Group, TBWA\Sydney continues to manage the Everyday Rewards account, while 72andSunny remains the creative agency for Big W.
With the addition of Woolworths, Droga5 further expands its presence among Australia’s leading consumer brands, reinforcing its position as one of the region’s leading creative agencies.
Read more: Microsoft Copilot Appoints Droga5 as Global Creative Partner
