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Co-Op to push new identity and increase marketing spend |
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Wednesday, 21 November 2007 |
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The Co-Operative Group is looking to iron out any confusion consumers may have following its July merger with United Co-Operatives, by running several below the line campaigns over the course of the next year.
The society, the biggest of its kind in the world (boasting a turnover exceeding £9b), is reportedly set to run at least four separate campaigns to promote its enlarged ‘masterbrand’ and educate consumers. Details of the activity, and which firms will mastermind it, were slim at the time of writing, but it is thought that Manchester’s Refinery could be one of several agencies set to benefit from the seven-figure push. Patrick Allen, the firm’s marketing director, was unavailable to comment when contacted by How-Do. The Co-Op is currently looking to the massive dual task of re-branding its entire estate of stores and range of circa 4,400 own label products. It is hoped this will be completed by the end of 2009. The below the line push fits in with this larger initiative and will be the precursor to an expected through the line advertising assault throughout 2009. The Co-Op has already admitted as much, imparting that it would be reviewing its advertising roster at the end of next year (McCann Erickson London currently hold the lion’s share of the business) and increasing its spend from seven to eight figures. http://www.co-operative.co.uk/ Something to add? Then leave a comment below or email us now.
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