Marketing

9 August 2006

Co-op hands task to Rapier

The Co-operative Group, the biggest of the Co-operative societies, has hired direct agency Rapier to bolster awareness of its unified brand identity.

A Co-operative Group spokesman said the agency would produce direct mail campaigns promoting the branding to customers of its retail divisions. These include food, travel, motor, banking, health and funeral care.

The brief also covers The Co-operative Group's online offerings: Co-op e-Store, and its internet bank, Smile.

The appointment comes as The Co-operative Group's plans to unite its sub-brands and fellow societies under an umbrella identity have foundered; about half of its 4000 Co-operative stores have rejected the branding (Marketing, 2 August).

The group initially began its search for a direct agency at the beginning of May, with the intention of calling a competitive pitch. However, these plans were abandoned and Rapier was handed the account without a pitch.

The agency has been added to The Co-operative Group's roster and is expected to work on future campaigns on a project basis; this will not affect any existing agency relationships.

According to Nielsen Media Research, the Co-operative Group spends £11.6m a year on its advertising, which is handled by McCann-Erickson.

The Co-operative Group's food-retail division is its biggest, with more than 1700 outlets across the country and employing 43,000 workers. The Co-operative bank, meanwhile, comprises about 120 banks, employing 4200 staff.

It is currently expanding its Home Stores chain, which sells homewares, furniture and electrical products, following the conclusion of an 18-month trial.

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