Case History Database

BIG W had been experiencing years of a steady and highly publicised decline in market share, having been dispositioned by the market. The business needed an immediate turnaround in order to ensure its future survival. This case study demonstrates the courageous rebalancing of marketing strategy to build short sales, as well as longterm brand growth. With the strength in brand building Big W reversed declining sales and grew market share significantly, leading to more than 35% increase in brand value.

Cam Blackley	Chief Creative Officer
Avish Gordhan	Executive Creative Director
Mandie van der Merwe	Executive Creative Director
Brendan Donnelly	Creative Director
Vanessa Graham	Group Strategy Director
Sarah Pont	Strategy Director
Amy Grant	Senior Strategist
Loryn Garnsey	Group Head
Ben Greenslade	Group Head
Jo Movizio	Senior Account Director
Dorrian Lagarrigue	Senior Account Manager
Loren August	Head of Broadcast Production
Henry Welch	Executive Integrated Producer
Gemma Heyes	Executive Integrated Producer
Lill Schroeder	Senior Broadcast Producer
Terrie Severino	Client Partner	Woolworths @ Dentsu (Carat)
Aaron Carpenter	Digital Director	Woolworths @ Dentsu (Carat)
Paul Baker	Group Strategy Director	Woolworths @ Dentsu (Carat)
Kelly Lane	Group Account Director	Red Havas
Vanessa Rowed	Marketing Director	BIG W
Claire West	Head of Marketing – Brand & Universe	BIG W
Fiona Harrop	Head of Marketing – Channels & Optimisation	BIG W
Carly Bowra	Head of Universe Marketing	BIG W
Sabrina Douglas	Marketing Lead – Brand & CX	BIG W
Sally Mclean	Senior Marketing Manager, Category & Exclusive Brands	BIG W
Doug Sexton	Senior Marketing Manager	BIG W
Stephanie Denman	Marketing Manager	BIG W
Claudine Laycock	Marketing Manager	BIG W
Victoria Schipp	Marketing Manager	BIG W
Alice Harrison	Senior Manager – Digital Channels	BIG W
Jess Smith	Senior Marketing Manager	BIG W