Coop pitches for brand relaunch

Retailer Coop wants to redefine its umbrella brand. According to a report in Facts, seven advertising agencies have been invited to develop proposals and the project, which was launched on the advice of management consultants BBDO Consulting, is "under the strictest secrecy", according to Facts. Coop has some catching up to do, because the brand of arch-rival Migros is stronger and its advertising enjoys a high reputation, while Coop has so far used a lot of pork belly advertising. The pitch apparently involves Jung von Matt/Limmat, Krieg Schlupp Springer & Jacoby, Lowe, Scholz & Friends, Harry Sulzer, TBWA and BBDO Germany. The winner should be determined by the fall.