The Co-operative Group, which has worked with various agencies including Pavilion Communications, TDA and TBWA\Manchester, confirmed the review but would not comment on its retained agencies.
The group intends to appoint a roster of agencies to handle activity across its brands, including food, pharmacy and funeral services, but excluding its financial-services arm, for which it already has a roster.
The review is being led by The Co-operative's procurement team. It is understood that the group is looking to devise a strategy to develop its overarching brand message across all communication channels.
The completion of The Co-operative's rebranding exercise in February was marked by a two-and-a-half minute TV ad featuring the Bob Dylan song Blowin' in the Wind.
The Co-operative initially held chemistry meetings for its ad business, overseen by its executive director of marketing, Patrick Allen, and Debbie Robinson, director of food retail marketing. Official information request briefs have now been sent out to agencies.
The Co-operative's ad account had been held by McCann Erickson, but the agency confirmed in July that it would not repitch for the business.
In the 12 months to 31 July this year, The Co-operative Group had a media spend of £22.9m, with the exclusion of its financial companies, according to Nielsen.
The Co-operative operates more stores than any other grocery retailer in the UK, with about 1700 convenience outlets and 1200 supermarkets, according to IGD.
Its 3100-strong network of stores represents a year-on-year increase of 37% in its outlets, in part due to its acquisition of Somerfield last year.
_1.jpg)
.jpg)
