Architect of Co-op dandelion campaign exits

The Co-operative marketing director Patrick Allen is leaving the retailer to “develop a senior commercial role elsewhere”.

Allen is said to be leaving “imminently” but it is not know if he has a job to go to.

The Co-op is “considering its options” for replacing Allen.

He masterminded the Co-op’s £10m brand campaign, created by McCann Erickson and featuring the Bob Dylan Blowin’ in the Wind soundtrack.

He also lead the recent restructure of its marketing department, which saw Allen become director of the Co-op’s group marketing department, responsible for ensuring the Co-op’s universal brand standards are maintained across the Group.

The restructure saw The Co-op food businesses buying and marketing teams merged under a single leadership and a number of senior marketing roles such as director of food retail marketing, head of brand, head of identity and standards development, head of customer strategy and head of brand communications axed.

The changes also signalled a switch in emphasis from corporate brand marketing to operational and commercial activity within each of the Co-op’s major businesses.

Peter Marks, group chief executive says, “I would like to thank Patrick for the contribution he has made to the Group over the past few years and wish him well as he now looks to develop his career further.

“Our brand has never been stronger or more relevant to our customers, members and the communities in which we operate. I shall, therefore, be considering the best way in which this marketing momentum can be maintained going forwards.”

The Co-op recently appointed TBWA Manchester as its lead advertising agency and reappointed Rocket as its media agency following separate reviews.

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