Magazine article Marketing

Co-Operative Group Expands Agency Review

Magazine article Marketing

Co-Operative Group Expands Agency Review

Article excerpt

The Co-operative Group has extended the review of its brand advertising account to a complete agency review across all marketing channels.

The Co-operative Group, which has worked with various agencies including Pavilion Communications, TDA and TBWA\Manchester, confirmed the review but would not comment on its retained agencies.

The group intends to appoint a roster of agencies to handle activity across its brands, including food, pharmacy and funeral services, but excluding its financial-services arm, for which it already has a roster.

The review is being led by The Co-operative's procurement team. It is understood that the group is looking to devise a strategy to develop its overarching brand message across all communication channels.

The completion of The Co-operative's rebranding exercise in February was marked by a two-and-a-half minute TV ad featuring the Bob Dylan song Blowin' in the Wind.

The Co-operative initially held chemistry meetings for its ad business, overseen by its executive director of marketing, Patrick Allen, and Debbie Robinson, director of food retail marketing. …

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