Bates will be invited to repitch, on a list believed to include McCann-Erickson, Leo Burnett, WCRS, Delaney Lund Knox Warren, TBWA\London and Bartle Bogle Hegarty. It hopes to have the process finalised in around one month's time.
Octavia Morley, marketing director of Woolworths, said: "We are looking to refresh our brand identity in the year ahead and reinvigorate it in the eyes of our customers. It is therefore essential that we consider all the resources and creativity available to us."
The review will be overseen by Morley and Mark Trinder, head of brand communications.
Bates' most recent campaign for Woolworths featured Kaye, better known as Dennis Pennis, playing a father called Dave. The campaign got off to bad start on the weekend it broke, when Kaye was quoted telling The Guardian: "I've just done an ad for Woolies. What a cunt. I'll have to hide from the telly for six months."
Woolworths hired Kaye as part of a 拢20m attempt to reposition the brand and remind customers of the full range of products it offers. The campaign replaced the four-year "Don't forget what you came in for" work, which starred celebrities such as Des Lynam.
However, earlier this month Woolworths was reported by Marketing to be axing Kaye.
The review will not affect Woolworths' relationship with Zenith Media, which handles the media buying.
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