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.