News Australia agency Suddenly launches retail media division

News Australia content agency Suddenly has launched a retail media division, securing BWS as a major foundation partner.

Under the collaboration, Suddenly will manage non-endemic sales for BWS’s national in-store screen network, giving advertisers access to more than 300 screens across the liquor retailer’s store footprint.

More than a third of the BWS screen network is located in regional Australia, creating access to markets that can be harder to reach through traditional out-of-home media.

Jennifer Stokes has joined Suddenly as retail media director to lead the new division and build out the agency’s owned media network capabilities across new categories.

Stokes brings more than 20 years of experience in digital marketing and retail media, with previous senior roles at Cartology, Nexxen, Nova Entertainment and Fairfax.

Mike Connaghan, managing director, commercial content at News Corp Australia, said the move reflects growing demand from brands looking to build and monetise owned media networks.

“As brands build out owned media networks, they need partners who understand both content and commerce,” Connaghan said.

“We know how to create compelling content and we know how to monetise it at scale. The BWS partnership is a natural fit – they're building a media business, and that's what we do best.”

BWS is part of Endeavour Group, Australia’s largest liquor retail group.

Catriona Larritt, chief customer officer at Endeavour Group, said the collaboration brings Suddenly’s content and commercial capabilities together with BWS’s customer reach.

“Working with Suddenly brings together their content expertise and commercial capability with our scale and customer reach,” Larritt said.

“This collaboration will help us unlock new value for non-endemic brands while enhancing the in-store experience for our customers.”

Marie Joyce, general manager of Suddenly, said the retail media division extends the agency’s role further into the customer journey.

“This move marks Suddenly's expansion into the high-intent environment of the customer journey,” Joyce said.

“By integrating retail media with our existing content expertise, we're evolving from a content agency into a full-funnel strategic partner for brands - guiding consumers from the first moment of interest all the way to the checkout.”

Suddenly said it is building a wider portfolio of retail media partnerships, with further client announcements planned for 2026.