Suddenly launches retail media division with BWS partnership

News Australia content agency Suddenly has launched a retail media division, with BWS named as its first major partner.

The agency will manage non-endemic sales for BWS’ national in-store screen network, marking Suddenly’s move into retail media and owned media network services.

Jennifer Stokes has joined Suddenly as Retail Media Director to lead the new division. She will oversee the agency’s retail media capabilities across new categories.

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

What the BWS partnership includes

BWS, part of Endeavour Group, operates a retail media network of more than 300 screens nationally.

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

Mike Connaghan, News Corp Australia Managing Director, Commercial Content, said the partnership reflects the growing demand for owned media network expertise.

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

Suddenly x BWS

Unlocking non-endemic brand opportunities

The partnership is focused on non-endemic sales, allowing brands outside the liquor category to advertise across BWS’ in-store screen network.

Catriona Larritt, Endeavour Group Chief Customer Officer, said the collaboration combines Suddenly’s content and commercial expertise with BWS’ scale.

“Working with Suddenly brings together their content expertise and commercial capability with our scale and customer reach. This collaboration will help us unlock new value for non-endemic brands while enhancing the in-store experience for our customers.”

Suddenly is building a broader portfolio of retail media partnerships, with additional client announcements planned for 2026.

Marie Joyce, Suddenly General Manager, said the launch expands the agency’s role across the customer journey.

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

Top image: Jennifer Stokes

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