Co-op is best at umbrella marketing

The first advert to use the music of Bob Dylan, which brought our food, travel, pharmacy, bank, insurance and funeralcare businesses under one brand, is without doubt the umbrella marketing success story of 2009.

So I was surprised when your story, illustrated by our iconic dandelion clock, failed to mention the Co-operative Group. Short memories at Marketing Week? Or were you acknowledging that the campaign was so memorable that the dandelion instantly evokes the Co-operative Group in any marketer’s mind, and mentioning our name would be superfluous?

Tom Whiteley, Internal comms manager, The Co-operative Travel


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