Blow for Torch Media as Woolworths takes in-store advertising in-house
Woolworths has ditched Torch Media as its in-store advertising agency and created an in-house division to handle all promotions on its owned assets.
The termination of the deal is a major blow for out-of-home specialist Torch which has held the valuable Woolworths account for a decade.
The move by Woolworths, reported in today’s edition of The Australian, will mean suppliers will no longer deal with an agency to advertise within Woolworths stores but directly with a newly-formed Media Hub department at the supermarkets head office.
An in-house advertising-agency-like department for Woolworths? How novel :).
Talk about turning full circle – sheesh!
They sure did “Torch” them.
i would expect quantium will be involved in some way too. in store media can be highly targeted based on shopping behaviour at store level.
@Anon
How is that Quantium relationship going? I guess that will be up for review soon , considering their hefty investment in Quantium’s big data / anaytics capability. You can mine your data all you want, the answer is right in front of you – dirty and dated stores, sell the brands as Coles, crap customer service, fruit and veg that isn’t fresh….