Co-op has “re-aligned” the agency split across its digital and social media channels.
It means that VCCP will have an expanded brief with the Manchester group, at the expense of MullenLowe – although the agency will continue working with the Co-op, but in a reduced capacity.
In March, VCCP won a competitive pitch to work on strategy and creative direction on a “project by project basis.”
“We can confirm we have re-aligned the agency split supporting our digital and social media channels, incorporating both VCCP and MullenLowe across the different elements of our business,” read a statement from the Co-op.
“VCCP will increase their remit to manage the aspects integral to the work they are currently engaged to deliver, whilst MullenLowe and Co-op have amicably agreed their Food and Masterbrand contract will come to an end on the 3rd October. MullenLowe will continue to deliver all live workstreams and their contracts for Co-op Funeralcare and Insurance businesses remain unaffected.”
The statement added:
“We would like to thank MullenLowe for their work and commitment on Co-op Food over the past two years and wish them much future success.”
There was no comment from VCCP, but Claire Hollands, CEO MullenLowe said:
“Working with brands and marketing teams that share our agency values and principles is of upmost importance to us. We believe in brands with purpose and over the last couple of years together we have driven progress both commercially and socially which is something we are very proud of.
“The Coop team embody fairness, decency and inclusivity and importantly they push for great work. They have been incredible to work with and the experience has been brilliantly rewarding when we look at the seismic shifts in the brand’s performance since the start of our relationship. Consolidation makes sense and we wish the new team well.”
