Co-op to ramp up digital communities

The Co-Operative Group is looking to ramp up its use of digital and emerging channels across its businesses as part of a strategy to focus on its community values in marketing.

Co-op

The group is looking to appoint a head of digital, the last of a raft of senior marketing roles created by group marketing director Gill Barr. Barr joined The Co-op a year ago tasked with unifying marketing across the group’s diverse business divisions such as food, banking and travel.

Speaking to Marketing Week, Barr admitted that The Co-op is not as active in digital channels as it could be, particularly in line with its focus on community.

“If you think about community, virtual and real communities are clearly close bedfellows and we can be much more participative in that,” she says.

The Co-op also believes that as it becomes increasingly sophisticated in its use of digital channels, they will become more useful as part of co-creation, crowdsourcing and building a dialogue with members and customers.

The Co-op is also set to name a head of brand who will be responsible for the brand on a strategic level across the group.

It previously named Neil Carden as head of insight and created a head of strategy and planning role, both of which are responsible for the group as a whole, as part of its efforts to raise awareness of the smaller businesses within the group.

Recommended

Ebay

EBay returns to UK screens

Seb Joseph

EBay is to launch its first national TV campaign since 2007 tomorrow (March 1), as it looks to highlight the number of high-street brands it works with.

Tesco

Tesco overhauls senior marketing team

Rosie Baker

Tesco has drafted in a new UK marketing director and moved incumbent Carolyn Bradley to a global group role in an overhaul of its senior marketing structure, a move that comes as a report shows Tesco has just suffered its lowest market share since 2005.

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    Subscribers get unlimited access to unrivalled coverage of the biggest issues in marketing and world-renowned columnists, alongside carefully curated reports and briefings from Econsultancy. Find out more.

    If you are an existing print subscriber find out how you can get access here.

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

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

    Subscribers get unlimited access to unrivalled coverage of the biggest issues in marketing and world-renowned columnists, alongside carefully curated reports and briefings from Econsultancy. Find out more.

    If you are an existing print subscriber find out how you can get access here.

    Subscribe now