Co-op Group review media and marketing plan

The Co-operative Group is said to be reviewing its media and marketing planning, in UK marketing news today. The recent merge between the Co-op and Somerfield, with the Britannia Building Society, has caused its £60 million media planning and buying account to be reconsidered.

Over the past four years, its spending has tripled, which is partly down to the Co-operative brand relaunch and spending is expected to continue throughout the year. The review is being led by The Co-op’s procurement department supported by senior marketers across the group.

Fourteen agencies have been appointed by the Co-op, to its advertising agency rota, following a review process. The review also comes after the Group’s marketing functions 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.
TBWA Manchester was appointed as the lead agency joined by Refinery, Delineo, Dinosaur and GHMC. Patrick Allen, director of marketing, said: “The review is driven by the significant level of change and growth within our business and is no reflection upon the service currently received by the incumbent provider, Rocket.”

The review is being held “to ensure that the benefits and momentum created by its acquisition of Somerfield, the Britannia Building Society merger and The Co-operative brand launch are sustained for the benefit of its customers and members”, said Allen.

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