McCann picks up brand business for Co-op retail

McCann Erickson has won a pitch to handle a multi-million pound over-arching branding task for the Co-operative movement’s consumer businesses.

MediaCom and Naked have also been appointed to work on media strategy and planning for the account, which takes in the food retailing, funerals, banking, travel and pharmacy businesses of the society’s members, including the Co-operative Group. The Co-op Group spent £17.5m on advertising last year (Nielsen Media Research). MediaCom is the Co-operative Group’s media buying agency.

The agency pitch was conducted through the AAR, resulting in a final pitch between McCann and Euro RSCG, which remains the agency on the Co-operative Group’s food retailing business.

McCann won a pitch to advertise a membership programme for the Co-operative Group earlier this year (MW September 23). The Co-op is planning to bring back its “divi” – a dividend that is paid out to members depending on how much they spend with the organisation – in a bid to compete with other retailers.

The Co-operative Group’s director of marketing Zoe Morgan is overseeing both the membership programme and branding exercise. It is thought that the dividend could be reintroduced across the whole Co-op movement and used as part of a marketing and branding initiative (MW September 16).

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here