Co-op extends media partnership with Dentsu, focusing on positive change.
- Dentsu has worked with Co-op on various campaigns since 2018.
- The partnership includes the new Co-op Media Network initiative.
- Leverages Dentsu’s data expertise for enhanced customer engagement.
- Co-op aims to create value and drive innovation through this collaboration.
The Co-op Group has announced the extension of its media contract with Dentsu, a global media and marketing agency, for an additional two years. This partnership, which dates back to 2018, has seen Dentsu collaborate with Co-op’s food, funeral care, and insurance divisions. Using its media agency Carat, Dentsu has successfully delivered several impactful campaigns, including the significant ‘Owned by You. Right By You’ initiative launched in July. This campaign aimed to foster a culture of cooperation across the UK, emphasising the financial and social advantages of the cooperative model.
In addition to ongoing projects, the partnership has introduced the Co-op Media Network, the UK’s first convenience retail media network. This initiative allows brands to access the network by leveraging Dentsu’s expertise in customer experience and data analytics. It provides secure access to Co-op member and customer data, generating valuable insights into consumer shopping behaviours. Such insights are crucial for tailoring marketing strategies to better engage with the audience.
Co-op’s Chief Membership and Customer Officer, Kenyatte Nelson, expressed enthusiasm about continuing the relationship with Dentsu, underlining the agency’s innovative approach and talented workforce as key factors in strengthening their collaboration. Nelson highlighted the shared vision of building more value for member-owners daily, aiming to uncover new ways to connect with audiences and drive change.
Carat UK’s Chief Client Officer, Matthew Landeman, also commented on the strong alignment between Dentsu and Co-op in terms of values and commitment to excellence. He reflected on the potential for the partnership to drive innovation, transformational change, and meaningful connections with both existing and new member-owners.
The renewed partnership between Co-op and Dentsu is set to drive substantial innovation and create significant value for both organisations and their stakeholders.
