Coop Rechtsschutz chooses Yellow as new lead agency
Coop Rechtsschutz has selected the strategic creative agency Yellow as its new lead agency. Instead of a traditional pitch, the company opted for a multi-stage selection process that included a chemistry meeting and a workshop.
As a first project, the brand specialists from Basel are currently working on refreshing the corporate design and redesigning the legal expenses insurance company's website.
Coop Rechtsschutz is an independent legal protection insurance company headquartered in Aarau. The company develops and distributes legal protection solutions for private individuals, SMEs and organizations, including health insurance companies, trade unions and tenants' associations. After several years with a permanent agency partner and an existing brand identity, the management and corporate communications team felt the time had come to prepare the brand for the future with a new strategic partner.
Pitch? No thanks - better to get to know each other
Instead of battling through countless pitch presentations, Coop Rechtsschutz opted for a multi-stage selection process. After initial discussions, the selection team visited the shortlisted agencies for a chemistry meeting. This was followed by a workshop with the finalists, which replaced the originally planned pitch. "We wanted to get a feel for how the collaboration really works," explains the decision-making team. Chemistry Meetings and a joint workshop were used not only to find the best idea, but also the best partner - and they were found.
Yellow wins the race
The strategic creative agency in Basel was chosen. "Yellow thinks strategically and understands our brand holistically," says Michael Romer, CEO of Coop Rechtsschutz. There was also chemistry: "The agency's open culture and cooperative spirit were a perfect match for Coop Rechtsschutz's corporate philosophy." Following the kick-off, Yellow is already working on the corporate design and website. The first results are expected in spring 2026.
Responsible at Coop Rechtsschutz: Petra Huser (Corporate Communications), Michael Romer (CEO). Agency: Yellow.
