Woolworths Puts Its $8 Million Creative Account Up for Pitch. M+C Saatchi Is Not Defending.

Woolworths Group has put its lead creative agency account out to pitch across Australia and New Zealand. The account is estimated at $8 million. Incumbent M+C Saatchi has opted not to re-pitch.

M+C Saatchi held the Woolworths account since 2017. The decision not to defend it is less a strategic choice and more an acknowledgement of the agency's current position. Revenue fell 31.9% in calendar year 2025. The Bohemia media unit was shut down. Optus and Tourism Australia walked. The agency is in restructuring mode.

Woolworths is one of the largest advertisers in Australia. Whoever wins this pitch picks up one of the most visible creative briefs in the country.

This is the biggest creative pitch in the Australian market right now. Woolworths touches millions of consumers weekly. The creative account covers everything from brand campaigns to seasonal retail activity across both countries.

The timing is notable. Woolworths' media business sits with Dentsu through Carat, which itself is being absorbed into the Dentsu brand this week. That creates a moment where both the creative and media relationships are in flux simultaneously.

For M+C Saatchi, this is another chapter in a difficult decline. The agency that once commanded the biggest accounts in the Australian market is now watching them leave without a fight. The question is whether the restructuring underway can stabilise what remains.

For the agencies pitching, this is a career-defining brief. Expect every major creative shop in the market to be circling.

The pitch process will run over the coming months. The outcome will reshape the top of the Australian creative agency rankings.