Patrick Allen, Co-op director of marketing, says that the review is driven by the level of change and growth within the business and is no reflection upon the incumbent agency, Rocket.
The Group says that over the past four years its media expenditure has tripled to £60m annually and the trend is set to continue in 2010.
The review is being led by The Co-op’s procurement department supported by senior marketers across the Group.
Last month, The Co-op appointed 14 agencies to its advertising agency roster following a review process.
TBWA Manchester was appointed as the lead agency joined by Refinery, Delineo, Dinosaur and GHMC (Bristol).
The review also follows a shake up of the Group’s marketing functions which saw several roles axed and a plan to shift emphasis away from brand marketing campaigns to more operational and commercial activity within each of the Co-op’s major businesses.