Woolworths Group has appointed Droga5 ANZ, part of Accenture Song, as its lead creative agency across Australia and New Zealand. Droga5 ANZ replaces incumbent M+C Saatchi, that chose not to defend the account when it went to pitch. The decision follows the recent appointment of Woolworths Group chief marketing officer, Sean Barrett, who joined the business earlier this year from US retailer Albertsons Companies.

Sean Barrett commented, “Following a competitive pitch process, we’re pleased to announce that Droga5 has been selected as the new lead creative partner for Woolworths in Australia and New Zealand. We look forward to partnering with their 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 relates to Woolworths’ lead creative account only, with the Group’s other agency relationships remaining unchanged. TBWA\Australia continues to handle the Everyday Rewards loyalty program, while Dentsu retains the Woolworths Group media account.