The Co-op Group continues its collaboration with Dentsu, renewing their media contract for two more years. This partnership, originally initiated in 2018, supports Co-op’s food, funeral care, and insurance sectors. The recent ‘Owned by You. Right By You’ campaign underscores the cooperative business model’s benefits. The collaboration includes leveraging customer data for insights. Leaders express shared visions for future innovation.
The Co-op Group has decided to extend its partnership with global media and marketing agency Dentsu for an additional two years, reflecting a commitment to driving positive change and enhancing their media strategies. Dentsu has been integral to supporting Co-op’s diverse range of services, including food, funeral care, and insurance since the partnership began in 2018.
This collaboration has facilitated several successful campaigns, the most prominent being ‘Owned by You. Right By You’, launched in July. This significant campaign aims to promote the cooperative business model by highlighting its financial and social advantages, aspiring to transform the UK into ‘a nation of co-operators’.
The partnership’s recent developments include Dentsu’s association with the new Co-op Media Network, allowing the utilisation of the UK’s first convenience retail media network. This initiative empowers brands to engage effectively by providing secure access to Co-op member and customer data, thus offering valuable insights into consumer shopping behaviour.
Kenyatte Nelson, Co-op chief membership and customer officer, expressed excitement about continuing the relationship with Dentsu. He emphasised Dentsu’s innovative approach, talent, and dedication as pivotal to the growing success of their partnership. Nelson highlighted the shared values and the aspiration to explore new avenues for connecting with audiences and effecting positive change.
Matthew Landeman, Carat UK’s chief client officer, echoed these sentiments, noting the alignment in values and commitment to excellence with the Co-op Group. He pointed out the mutual goal of fostering industry leadership and driving transformational change through innovation and meaningful consumer connections.
The extended partnership between Co-op and Dentsu marks a significant step towards continued innovation and positive change in cooperative enterprise.
