Co-op restructure affects marketing

UK marketing news publications Brand Republic and Marketing Magazine report that the Co-operative Group has announced a company wide restructure that is likely to see some of its top marketing roles being made redundant.

Director of food retail marketing, Debbie Robinson and director of food retail trading, David Messom are both reported to be leaving the company with their positions ceasing to exist. In addition, the positions of head of brand, head of identity and head of brand communications have also been made redundant.

The job losses are part of a company wide restructure that will see its existing marketing and buying teams being clubbed together. This new merged team will be managed by Sean Toal, who will take on the position of commercial director.

Brand management will now be handled by each individual business – akin to what already happens in the company’s financial and travel sectors. Nevertheless, the marketing department will still be in charge of maintaining corporate branding throughout the business.

A recent Co-op statement put these changes down to ensuring ”that the benefits and momentum created by the Somerfield acquisition, the Britiannia Building Society merger and the Co-operative brand launch are sustained for the benefit of its customers and members”.

The Co-operative, who have worked with a number of advertising agencies such as Pavilion and TDA, plan on appointing various agencies to handle brand activity across all of its business sectors.

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