The Co-op Group has reaffirmed its alliance with Dentsu, extending their media contract by two years as part of a strategic effort to foster social and economic sustainability.
- Since 2018, Dentsu has been instrumental in supporting Co-op’s diverse business sectors including food, funeral care, and insurance.
- The collaboration has facilitated several major campaigns, the most recent being ‘Owned by You. Right By You’, aimed at promoting the cooperative business model.
- The newly formed Co-op Media Network, in partnership with Dentsu, enables better access to consumer data, enhancing customer engagement and insight.
- Key figures from both organisations have expressed strong commitment to leveraging their shared values to drive transformative change.
The Co-op Group has decided to extend its collaboration with Dentsu by prolonging their media contract for an additional two years. This decision underscores a strategic commitment to advance social and economic sustainability through enhanced media and marketing efforts. Dentsu, alongside its media agency Carat, has been pivotal in supporting Co-op’s varied sectors, notably food, funeral care, and insurance, since 2018.
Dentsu has played a crucial role in orchestrating several impactful campaigns for Co-op. A prominent example is the ‘Owned by You. Right By You’ campaign, which was launched in July and seeks to highlight the benefits of the cooperative business model. The campaign aspires to encourage mass participation in cooperative values across the United Kingdom.
Additionally, the partnership has been reinforced with the recent establishment of the Co-op Media Network. This initiative allows Co-op to leverage Dentsu’s expertise in customer experience and data analytics, thus providing robust access to member and customer data. Such access is poised to furnish valuable insights into consumer behaviours and preferences, enhancing both engagement and strategic decision-making.
Kenyatte Nelson, the chief membership and customer officer for Co-op, expressed enthusiasm about the extended partnership, highlighting Dentsu’s innovative approach, talent, and commitment to excellence. He stated, “We are excited to continue our partnership with Dentsu, to help us achieve our vision of ‘cooperating to build more value for our member-owners every day’.”
Echoing this sentiment, Carat UK’s chief client officer, Matthew Landeman, acknowledged the shared values and commitment to leadership within the industry. He remarked on the mutual anticipation to drive transformative innovation and connectivity with members, both existing and prospective.
The extended partnership between Co-op and Dentsu is poised to strengthen their shared mission of effecting positive social and economic change through strategic media initiatives.
