Wednesday, October 5 2022

MullenLowe Group UK has won the customer content and digital account of the UK’s largest consumer cooperative and community retailer, The Co-op.

With the appointment of their new integrated agency, Co-op will combine the services of current content and digital marketing agencies, Kin & Carta and The River Group, to ensure they are a go-to destination for convenience assignments. , as well as in spirit for its funeral and live service activities.

MullenLowe Group UK will achieve this through targeted data-driven digital marketing and always-on content strategies, revolutionizing the brand’s approach to connected customer journeys. The award-winning agency will lead all digital and content planning and execution for campaigns and e-commerce in the areas of food, insurance, funeral care, legal and membership. The agency will drive growth in these business units, balancing short-term customer response while maintaining a competitive brand advantage.

MullenLowe Group UK and Co-op have a set of shared values ​​that were instrumental in this victory. Their creative excellence and firm belief in the power of purpose to drive business and societal progress demonstrated how aligned the two organizations were. The relationship, which begins in November, sees MullenLowe Group UK join the Co-op agency ecosystem, alongside lead creative agency Lucky Generals and media agency Dentsu.

Mel Matson, Director of Client Proposition and Communications, said: “We are delighted to announce our new partnership with Mullenlowe Group and are delighted to see them bring to life what the cooperative has to offer. Clearly Mullenlowe shares the same values ​​and principles as Co-op, and we are both committed to ensuring that we continue to make a difference for our customers, members and communities. The way people buy has changed a lot over the past few years, and as it evolves, we need to make sure we’re leveraging the Co-op brand and products to the right audience, in the right place, and in the right place. place. The good moment. I would like to take this opportunity to thank all of the agencies involved in the pitch process, many of whom we have long-standing partnerships with, and a big thank you to K&C and The River Group for all of their hard work and hobby over the years. .”

Peter Moody, CEO of MullenLowe Profero (the CX arm of MullenLowe Group UK), said: “We have been waiting some time for a national brand that aligns with our shared values, and I don’t know who better to partner with than Co. -op in this space.We wholeheartedly believe in working with brands with purpose and driving progress both commercially and socially, so working with the principled brand that strives to grow its business while giving back to its communities is incredibly uplifting. Opportunities like this don’t come around often, and we absolutely can’t wait to jump in and show the world what we and the co-op are capable of achieving.

Duncan Wood, Managing Director of Ingenuity, said: “The co-op has lived up to its name in this pitching process. Mel and his team opened their business, shared their aspirations and gave the agencies involved the best chance of winning what is an amazing account to work on. Kudos to MullenLowe Group UK for meeting the growing demand for ‘connected content’ perfectly.


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