News Australia content agency, Suddenly, has launched a retail media division, securing a major collaboration with BWS to manage non-endemic sales for its national in-store screen network. 

Jennifer Stokes joins Suddenly as Retail Media Director to lead the new division and develop the agency’s owned media network capabilities across new categories. She brings more than 20 years of experience in digital marketing and retail media, with previous senior roles at Cartology, Nexxen, Nova Entertainment and Fairfax. 

News Corp Australia Managing Director of Commercial Content, Mike Connaghan, says 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,” he says. “The BWS partnership is a natural fit – they’re building a media business, and that’s what we do best.”

As part of Endeavour Group, BWS operates a retail media network of more than 300 screens nationally. More than a third of the network is located in regional Australia, providing brands with access to markets traditionally harder to reach through out-of-home media. 

Endeavour Group Chief Customer Officer Catriona Larritt says working with Suddenly brings together their content expertise and commercial capability with Endeavour’s 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,” she says.

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

Suddenly General Manager Marie Joyce says 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,” she says.