Co-op Group renews its media contract with Dentsu for two more years, signifying a continued partnership.
- The partnership aims to leverage Dentsu’s expertise in customer data to benefit Co-op’s diverse business operations.
- Through collaborative efforts, significant campaigns like ‘Owned by You. Right By You’ have been launched, promoting cooperative business benefits.
- The initiative also highlights the launch of the Co-op Media Network, enhancing access to customer shopping insights.
- Leaders from both organisations express commitment to innovation and shared values to drive positive change.
The Co-op Group has renewed its media contract with Dentsu, a global media and marketing agency, for an additional two years. This decision reflects a mutual desire to build upon a successful partnership that has been in place since 2018 and supports Co-op’s varied divisions, encompassing food, funeral care, and insurance.
Central to this collaboration is the utilisation of Dentsu’s advanced expertise in customer experience and data analytics, which aims to enhance Co-op’s operational capabilities. This strategic alliance has already facilitated the execution of impactful campaigns, most notably the ‘Owned by You. Right By You’ campaign. This initiative seeks to foster a cooperative spirit across the UK, underscoring the financial and social advantages inherent in a cooperative business model.
In an innovative step forward, the recently introduced Co-op Media Network permits brands to gain insights from what is described as the UK’s first convenience retail media network. By doing so, Co-op accesses secure data related to member and customer shopping behaviours, significantly refining their market approach and audience engagement strategies.
Kenyatte Nelson, Co-op’s Chief Membership and Customer Officer, expressed enthusiasm about the renewed partnership, emphasising the importance of shared values and dedication to excellence. “We are excited to continue our partnership with Dentsu, to help us achieve our vision of ‘cooperating to build more value for our member-owners every day.’ Their innovative approach, top talent and dedication to excellence have been instrumental in growing our successful relationship with them.”
Matthew Landeman, Carat UK’s Chief Client Officer, also highlighted the synergies between the organisations, indicating a joint commitment to industry leadership and meaningful connections with both existing and potential member-owners. This sentiment aligns with the strategic goals of both Co-op and Dentsu to drive transformative changes and foster innovation in their marketing endeavours.
The renewed partnership between Co-op and Dentsu exemplifies a strategic move towards innovation and enhanced member engagement.
