MullenLowe Group UK Appointed Customer Marketing and E-Commerce AOR for Co-op

MullenLowe Group UK has won the customer content and digital account for the UK’s largest consumer co-operative and community retailer, Co-op. 

Through the appointment of their new integrated agency, Co-op will combine the services of current content and digital marketing agencies, Kin & Carta and The River Group, to ensure they are go-to destination for convenience missions, as well as front of mind for its funeral and live services businesses.  

MullenLowe Group UK will deliver this through data driven targeted digital consumer marketing and always-on content strategies, revolutionising the brand’s approach to connected customer journeys. The award-winning agency will lead all digital and content planning and execution for campaigns and eCommerce across Food, Insurance, Funeralcare, Legal and Membership. The agency will drive growth across these business units, finding a balance between short-term customer response while enduring a competitive brand advantage. 

MullenLowe Group UK and Co-op have a set of shared values which was instrumental in this pitch win. Their creative excellence and firm belief in the power of purpose to drive commercial and societal progress demonstrated how aligned the two organisations were. The relationship which kicks off in November, sees MullenLowe Group UK join Co-op’s agency ecosystem, alongside lead creative agency Lucky Generals and media agency Dentsu.  

Mel Matson, director of customer proposition and communications said, “We’re thrilled to  announce our new partnership with Mullenlowe Group and are excited to see them bring to life what the Co-op has to offer. It’s clear that Mullenlowe share the same values and principles as Co-op, and we’re both committed in ensuring that we continue to make a difference for our customers, members and communities. The way in which people are shopping has changed a lot over the last  few years and as it continues to evolve, 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. I’d like to take the opportunity to thank all of the agencies involved in the pitch process, many of whom we have built longstanding partnerships with, and a big thanks to K&C and The River Group for all their hard work  and passion over the years.” 

Peter Moody, CEO at MullenLowe Profero (CX arm of MullenLowe Group UK), said, "We’ve been holding out for a national treasure brand that fits with our shared values for some time, and I can’t think who better to be partnering with than Co-op in this space. We wholeheartedly believe in working with brands with purpose and driving progress both  commercially and socially, so to be working with the principled brand who strives for business growth whilst giving back to their communities is incredibly uplifting. Opportunities  like this don’t come around often, and we absolutely can’t wait to get stuck into this and show the world what we and the Co-op are capable of achieving.” 

Duncan Wood, managing director at Ingenuity said, “The Co-op have lived up to their name in this pitch process. Mel and her team have opened up their business, shared their aspirations and given the agencies involved the best chance of winning what is an amazing account to work on. Congratulations to MullenLowe Group UK, a great fit for the increasingly important ‘connected content’ requirement.”