MullenLowe Group UK has won the customer content and digital account for Manchester-headquartered Co-op, following a four-way competitive pitch run by Ingenuity.
MullenLowe will succeed marketing agencies Kin+Carta, who also pitched for the account, and The River Group for the digital brief. The other agencies pitching were Digitas UK, M&C Saatchi and Kin+Carta.
MullenLowe joins Co-op’s lead creative agency Lucky Generals and its media agency Dentsu.
From November, MullenLowe will lead digital planning and execution for campaigns and ecommerce across the Co-op Group, which covers food, insurance, funeral care, legal and membership.
Peter Moody, CEO at MullenLowe Profero, announcing the result on LinkedIn, said: “This one meant a lot for so many reasons. Couldn’t be happier and prouder of the team.”
Mel Matson, Co-op’s director of customer proposition and communications, thanked the agencies that took part, added: “It’s clear that MullenLowe shares the same values and principles as Co-op, and we’re both committed to ensuring that we continue to make a difference for our customers, members and communities. The way in which people are shopping has changed over the past few years and we need to make sure we’re leveraging the Co-op brand and products to the right audience, in the right place and at the right time.”
