Dentsu UK&I is thrilled to announce the extension of their successful media contract with the Co-operative Group for an additional two years. Since 2018, dentsu has evolved into a strategic partner for Co-operative Group to support its businesses, including Co-op Food, Co-op Funeralcare, and Co-op Insurance.
Over the past five years, dentsu, in conjunction with its media agency Carat, has helped deliver outstanding campaigns that resonate with audiences across the UK. Recently, Co-op launched its new brand platform, “Owned by You, Right by You,” highlighting the social and financial benefits of its co-operative business model. Additionally, Co-op Funeralcare’s social-first collaboration with Channel 4 for “Celebrity Send-off” has garnered significant attention.
Dentsu has partnered with the newly established Co-op Media Network as part of its commitment to digital and data transformation. This initiative allows brands to tap into UK’s first convenience retail media network. By leveraging dentsu’s expertise in customer experience and data, the partnership provides secure access to enriched Co-op member and customer data, offering insights into shopping behaviours.
Across both Co-op and dentsu, there is a shared commitment to equal opportunity and youth skills development across the UK. Demonstrating this commitment, dentsu has supported Co-op Academies and, through its youth skills program, The Code, has mentored school students, guiding them towards potential careers in advertising and media. This initiative has successfully recruited new talent from The Code, who now contribute to the Co-op team within the agency, showcasing the partnership’s effectiveness in nurturing young talent.
Kenyatte Nelson, chief membership and customer officer at Co-operative Group, said, “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’. Their innovative approach, top talent and dedication to excellence have been instrumental in growing our successful relationship with them.
We are looking forward to building on this strong foundation and shared values, to explore together new ways to connect with our audiences and drive positive change.”
Commenting on the renewed partnership, Matthew Landeman, Chief Client Officer at Carat UK, stated, “At Carat, we are guided by dentsu’s Sanpo Yoshi philosophy – good for people, good for society, and good for business. It’s integral to the work we produce and the client relationships we build. In the Co-operative Group, we know we have a partner who not only shares our values but also our commitment to excellence and industry leadership. Together, we are looking forwards to driving innovation, transformational change, and creating meaningful connections with current and new member-owners”
Co-op has ambitious plans to create growth in a new era of co-operation with greater value for member-owners and wider society, and dentsu will be a key contributing partner in this journey.
