Co-op calls £20m ‘winner takes all’ media review

The Co-op is reviewing its £20m media agency arrangements as part of a plan to roll out all its brands under a single identity.

The Co-op is reviewing its &£20m media agency arrangements as part of a plan to roll out all its brands under a single identity.

The retailer is set to consolidate its buying and planning business in a single media agency. It uses MediaCom North for its main brand, membership work and food retailing; TCS North for Co-op Financial Services; and Starcom for media buying on Funeralcare.

Co-operative Group director of marketing Zoe Morgan will oversee the media pitch. Agencies have yet to be told the exact nature of the pitch, and non-roster shops may be invited to take part. The company hopes to appoint an agency by the end of the year.

The move follows the Co-op’s decision to shift its &£15m supermarket advertising business into McCann Erickson. The business was previously handled by Euro RSCG London. The group is testing unified brand The co-operative, which brings together financial, healthcare, retail and funeral services.

Meanwhile, the Co-op has opened three mock-up stores in “danger awareness centres” run by partner organisations in Wales and Weston-super-Mare, Somerset, in an initiative to educate youngsters about retail crime and safety, anti-social behaviour and age-restricted sales.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big 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 are 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.

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