At 8:30am today, Woolworths announced its CEO Brad Banducci is retiring after eight years in the top job. 

Woolworths announced to the stock market that Banducci will be retiring in September, to make way for the company’s head of loyalty, Amanda Bardwell. 

It comes after Balducci's disastrous interview on the ABC’s Four Corners on Monday night.

So was this change due to Banducci's conduct in the interview, or was this plan already in the works? And can a change in leadership stem the PR bleeding for Woolworths, which,  much like Coles and Qantas, has nosedived in recent months? 

On today's afternoon episode of The Briefing, Bension Siebert chats with Tim Burrowes - one of the country’s top media and PR analysts and author of the popular newsletter UnMade - to find out.

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