McCann Erickson wins pitch for Co-op brand strategy
LONDON - McCann Erickson has won a competitive pitch for the Co-operative Group's advertising to develop an overarching brand strategy for its consumer businesses, which will aim to encourage consumer loyalty.
The pitch was run by the AAR and was understood to have included Euro RSCG at the final stage, as well as DDB London and St Luke's in the initial stages. MediaCom and Naked have also been retained to handle media planning for the account, according to reports.
The Co-op called the review after deciding to position many of the Co-op brands, which include food stores, banking and funerals, under a single banner. Butterfield 8 and Innocence, the strategic brand consultancies, have been working on developing a new brand identity since last year.
In September, McCann Erickson won the Co-op's creative account to promote its membership programme, which incorporates its financial services and funeral and insurance brands. That pitch was overseen by the Haystack Group.
The company, which was launched in 1844, has so far struggled to shake-off its image of being unadventurous, compared with its competitors.
The Co-operative Group operates more than 3,000 retail outlets, 1,600 food stores and 500 funeral branches nationwide.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.
Latest jobs Jobs web feed
- Senior Mobile Manager Ultimate Asset £35000 - £50000 per annum + excellent benefits, City of London
- International Marketing Manager Ball & Hoolahan £50,000 + Car/Car Allowance, London
- Senior Data Planner - Superb Agency - Soho - up to £50k Fill Recruitment Ltd to £50k + great benefits, Soho, London
- Trainee Account Executive Michael Page Digital £16000 per annum, Guildford
- Market Insight & Reporting Manager Michael Page Digital £42800 - £50300 per annum, London
- Senior Display, Social and Mobile Manager Michael Page Digital £75000 - £78000 per annum, Middlesex