Bunnings Retail Media Head Sam Hegg Departs

Why It Matters

Hegg’s exit comes as Hammer Media is scaling revenue and audience reach, raising questions about Bunnings’ future retail‑media strategy and its ability to sustain momentum without its founding leader.

Key Takeaways

• Sam Hegg exits Bunnings after building Hammer Media
• Hammer Media launched with 300 screens in 150 stores
• Network reaches 15 million Bunnings customers monthly
• New ad formats include in‑store radio and DAB station
• Revenue grew via supplier and non‑endemic ads

Pulse Analysis

Retail media has evolved from a niche offering to a core revenue stream for large retailers, and Bunnings’ entry with Hammer Media underscores that shift. By leveraging its 15 million‑strong customer base, Bunnings created a full‑funnel advertising platform that blends physical‑store screens, on‑site radio, and a suite of digital touchpoints. This multi‑channel approach mirrors moves by grocery giants and home‑improvement chains worldwide, positioning Hammer Media as a competitive alternative to established players like Walmart Connect and Target’s Roundel.

Sam Hegg’s leadership was instrumental in turning a concept into a functioning ad network within a year. Drawing on experience from Coles 360, Carat and Dentsu, he assembled a team that rolled out a 300‑screen in‑store video grid, a dedicated DAB radio station, and an onsite ad server capable of real‑time targeting. The platform also introduced a full‑funnel measurement solution, enabling advertisers to track impact from impression to purchase, which helped drive “significant growth” in both supplier‑driven and non‑endemic revenue streams. These capabilities have already attracted brands seeking to reach DIY shoppers in a highly contextual environment.

Hegg’s departure introduces uncertainty but also opportunity. Without its founding chief, Hammer Media must prove that its processes and client relationships can thrive under new leadership. Competitors may view the transition as a chance to poach talent or pitch alternative solutions to Bunnings’ advertisers. For the broader market, the move highlights the importance of succession planning in fast‑growing retail‑media units, where founder expertise often underpins early success. Observers will watch how Bunnings sustains growth and whether Hammer Media can continue to innovate without its original architect.