The Co-operative Group has awarded Dentsu Aegis Network its media planning and buying account, reportedly worth an estimated £50 million.
The contract went up for review earlier this year after Co-op decided to consolidate its planning and buying accounts into one.
Omnicom's OMG held the contract for more than a decade.
Co-op's customer director Alison Jones said Dentsu's pitch stood out most.
“The quality of all the pitches was very impressive but Dentsu Aegis Network demonstrated that they understood our member-owned business and our ‘One Co-op’ approach. I would like to thank OMG for their work over last 13 years,” Co-op's customer director Alison Jones said in a statement.
Carat was the lead agency from Dentsu in the bid. Jo Sutherland, Carat UK chief executive, told The Drum she's delighted by the win.
"This win is testament to the brilliant talent and expertise of all our people and the wider network. It also underlines the collaborative culture of our business and the way that our North and London operations have worked seamlessly together throughout the process. We can’t wait to get started," said Sutherland.
OMG has not responded to The Drum's request for comment at the time of publication.
Earlier this year, Dentsu won Heineken's UK media account and Estée Lauder's €30m EMEA media business.