"It has become a lot more than a magazine, and very much digital and social." "As the brand starts to shift from advertising at consumers, to engaging and inspiring consumers, we think [demand for content] will grow beyond supermarkets and foods," said Ricketts. "The broader business will have evolving requirements." WPP's production house may ultimately hope to carve a route into divisions such as Woolworths Everyday Rewards, Cartology and the New Zealand Countdown supermarkets among other group businesses, much of which is currently delivered via WooliesX and the broader Surry Hills-based integrated operation, which also houses creative and media teams. Hogarth already supports an in-house team at Big W, dubbed 'Blue Dot' which handles omnichannel production across websites, catalogue and social channels. "So this [new deal] is a similar model applied across the group," said Ricketts. "It's a piece of business we set up Hogarth to try and win. We are very excited to see where we can now jointly go."