NEWS: Co-op signals new marketing strategy with pounds 14m JWT task

Co-operative Retail Services has kicked off a new aggressive marketing stance with the appointment of J. Walter Thompson (Manchester) across its entire advertising and media portfolio.

Co-operative Retail Services has kicked off a new aggressive marketing

stance with the appointment of J. Walter Thompson (Manchester) across

its entire advertising and media portfolio.



The move gives the shop control of CRS’s pounds 14 million full-service

account, encompassing both food and non-food advertising, and tots up

another pounds 1.5 million in billings for JWT. JWT ousted the previous

incumbent, Barrington Johnson Lorains.



The consolidation paves the way for CRS to use advertising to better

advantage. The chief executive, Harry Moore, is impressed by the way the

Co-operative Bank - a sister organisation - has lifted its customer base

using ads that reflect its ethical stance. CRS spends significant sums

on social projects.



Other possibilities for CRS include the rationalisation of its three

fascias, Pioneer, Lo-Cost and Leo’s, and links with the largest retail

co-op group, Co-operative Wholesale Services.



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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).