20 January 2010 - 11:18pm | posted by | 9 comments

Co-operative unveils new agency roster

Co-operative unveils new agency rosterCo-operative unveils new agency roster

The Co-operative Group has appointed TBWA\Manchester as its lead advertising agency following an extensive roster review that started last summer.

The Didsbury-based agency has worked with the Co-op on its food advertising since 2008 and will replace incumbent McCann Erickson, which did not re-pitch.

A total of 14 agencies make up the new Co-op roster. Eleven of the agencies, like the Manchester-based Co-op itself, are based in the north west.

Alongside TBWA the roster agencies are:

SUPPORT CREATIVE: Refinery, Delineo, Dinosaur, GHMC (Bristol)
DIRECT MARKETING: TDA LLP (Cheltenham), Refinery
BRAND IDENTITY: The Chase
DIGITAL DESIGN: Amaze, Rapp (Edinburgh)
ARTWORK/PRODUCTION: APS, Papyrus, Fresh Create, Artwork Express 

The Co-op said the agencies were chosen following a "rigorous selection process" and the results were collated using a scorecard involving "creative pitches, ethical credentials and commercial negotiations".

Recently appointed director of marketing, Patrick Allen, said: "We are a major business based in the north west and as such I believe wherever possible we should support local companies.

"The quality of the ideas and the depth of thinking demonstrated by the regional agencies was first class and I look forward to working with all the appointed agencies as we continue The Co-operative renaissance.

"We have reduced the number of agencies being used across the Group which will have a positive impact on both brand consistency, service levels and costs." 

As well as streamling its agency roster, it emerged yesterday that the Co-op had made senior staff redundant as part of cutbacks in its marketing and buying departments.

Last year the company, which operates food, funerals, travel, pharmacy, motoring and financial and legal services brands, ran a high-profile £10m brand campaign notable for its use of the Bob Dylan song Blowin' in the Wind.

Earlier this month, it launched a national advertising campaign created by TBWA\Manchester to raise awareness of its plans for the Somerfield brand.

The new roster comes into force on 1 February.

Comments

21 Jan 2010 - 10:10
david_butterfield's picture

Scorecards? A panel of judges? Has Patrick Allen created Strictly Come Advertising?

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Anonymous (not verified)
21 Jan 2010 - 11:21
Anonymous's picture

Ni ni nice to pitch for you, t t t to pitch for you nice

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21 Jan 2010 - 11:38
nick_porter's picture

A very good and even process by the client - that's how to do a pitch process, well done the co-op.

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Anonymous (not verified)
21 Jan 2010 - 13:37
Anonymous's picture

Make no mistake, this process has NOTHING to do with creativity. The Co-op is cost cutting aggressively and making redundancies across all it's business, despite posting record profits once again. This is being PR'd as good for North West agencies, but you can guarantee those agencies still in play (the vast majority of whom were already rostered) will have had to reduce their fees drastically. Well done to the Co-op for shafting their local agencies - and their own staff - that little bit harder... a shining example of ethical brand building in action!

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Anonymous (not verified)
21 Jan 2010 - 13:46
Anonymous's picture

Make no mistake, this process has NOTHING to do with creativity. The Co-op is cost cutting aggressively and making redundancies across all it's business, despite posting record profits once again. This is being PR'd as good for North West agencies, but you can guarantee those agencies still in play (the vast majority of whom were already rostered) will have had to reduce their fees drastically. Well done to the Co-op for shafting their local agencies - and their own staff - that little bit harder... a shining example of ethical brand building in action!

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Anonymous (not verified)
21 Jan 2010 - 14:16
Anonymous's picture

Basically as ever if you don't get through then your upset, you do and your not - and out of interest, are not all companies cutting costs and trying to get more for the money? I know we are and the supplier partners we are dealing with are happy to take a cut along with us to secure the business and enable growth and get loyalty with better payment terms and long term contracts. How many companies have made decisions to reduce overhead over the past 12-24 months (and not just by staff), buying smarter, calling supplier reviews and seeing what else is out there. what the co-op has done (and the review has been planned in for 2-years), is simple business sense, we all do it, if we don't want to work for a certain fee then don't pitch, just don't slate the companies that did pitch and are on the list

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Anonymous (not verified)
21 Jan 2010 - 16:39
Anonymous's picture

Shame on Co-Op releasing this and not speaking to the unsuccessful agencies first, not a nice way to find you have lost a client by reading it here first!

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Anonymous (not verified)
21 Jan 2010 - 17:15
Anonymous's picture

Thanks, Northern Planner. I always look forward to your posts to help me make sense of my life and the world around me. I don't know how I'd cope without you.

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Anonymous (not verified)
21 Jan 2010 - 17:59
Anonymous's picture

Northern Planner - your spot on, think you will struggle to get a positive reaction from 'southern planner', bitter till the end!!!!

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