Woolworths Group is launching Cartology, a standalone media business to directly connect its supplier partners with customers, allowing “more timely offers and content” for its shoppers.
Woolworths Group chief executive Brad Banducci said the group had been watching the ways that international brands leverage new digital and data technologies to become media businesses in their own right, and engage with customers better as a result.
“We know in order to continue to grow our business into the future, we need to better connect our customers in a relevant and engaging way with our brands and the products we sell,” Woolworths chief executive Brad Banducci said.
“In Australia, we are well placed to provide a platform for our suppliers to engage potential customers with close to a billion searches to our websites for food and drinks in the past year alone, [and] also know our suppliers are looking for simplified ways to engage with customers.”
The new business will progressively replace the existing media selling model within the group, and will bring in team members from external agencies Quantium, 1:1 media, TMS Australia and the Media Hub, who currently work with suppliers on media across the Woolworths Group.
Cartology will be led by former Adshel chief executive Mike Tyquin, who left the business when it was acquired by oOh! media in November 2019, who will be picking up the mantle of managing director, while Rod Evenden will act as general manager of operations.
Banducci noted Tyquin’s experience in forming consumer facing channels and technology, and Evenden’s 35 years of experience within the Woolworths business, and said the leadership team is well placed to deliver on the communication needs of its partners.