McConnells land Co-op brief for the Midlands
Hallam: new business strategy starting to pay dividends.
Midlands Co-op has appointed Derby-based McConnells to handle its media account, following a three-way pitch. The agency, which celebrated its 50th anniversary last year, fought off competition from Universal McCann and Brilliant to scoop the business, valued at around £1.5 million.The account is evidence of a strong new business programme instigated by the agency, which in the last two months has helped win new accounts with both construction firm Hunter Douglas and personal injury specialists Advance Legal.
“We started approaching the way we target potential new business differently and it’s working out really well,” commented Richard Hallam, director at the agency. “I’m not sure if the recent wins are as a result of a change in the industry or if it’s because of our new approach but I’m sure it’s not just a coincidence,” he added.
Midlands Co-op, which operates in all six counties in the region, has 124 food retail stores, is the largest independent travel agent in the region, with over 100 branches, and is the Midlands’ leading funeral director. Details on what the campaign will include have not yet been announced.
McConnells’ relationship with leading paintbrush manufacturer Harris has also been extended. The agency is creating a brand identity for a new set of brushes that will be sold in B&Q stores.