The Co-op Group renews its media agreement with Dentsu, a global media agency, for another two years, strengthening their collaboration.
- Dentsu has supported Co-op’s diverse businesses, including food, funeral care, and insurance, since 2018.
- The recent “Owned by You. Right By You” campaign underscores the advantages of a cooperative business model.
- The partnership introduces the Co-op Media Network, enhancing data-driven retail insights and customer engagement.
- Co-op’s leadership emphasizes a shared vision of value creation and transformational change with Dentsu.
The Co-op Group has extended its media contract with the global media agency Dentsu for an additional two years. This extension signifies a continued relationship aimed at reinforcing Co-op’s commitment to fostering value through cooperation.
Since 2018, Dentsu has been instrumental in supporting Co-op’s diverse sectors, including food, funeral care, and insurance. Working closely with its media agency Carat, Dentsu has enabled the delivery of impactful campaigns. One of the most significant campaigns launched was “Owned by You. Right By You,” which sought to encourage the UK public to embrace the cooperative business model, highlighting its financial and social merits.
In a strategic move to enhance retail media networks, Dentsu has partnered with the newly formed Co-op Media Network. This initiative allows brands to leverage the UK’s first convenience retail media network, thanks to Dentsu’s prowess in customer experience and data management. This partnership provides secure access to Co-op member and customer data, offering valuable insights into shopping behaviors.
Kenyatte Nelson, Co-op’s chief membership and customer officer, expressed enthusiasm about continuing the partnership with Dentsu, acknowledging its innovative approach and dedication to excellence. Nelson emphasized the shared values and the potential of exploring new ways to connect with audiences and drive positive change. Similarly, Matthew Landeman, Carat UK’s chief client officer, reinforced the alignment of values between Co-op and Dentsu, looking forward to driving innovation and creating meaningful connections with current and new member-owners.
The Co-op Group and Dentsu’s renewed partnership underscores a shared commitment to innovation and excellence, promising collaborative growth and positive change.
