It’s been a good year for Lucky Generals with loads of work from Amazon and now the majority Omnicom owned agency has won Co-op Group. Co-op’s last major creative agency was Leo Burnett. Lucky Generals will handle Co-op’s food, funerals, insurance and healthcare business.
Co-op customer director Ali Jones says: “We’ve been blown away by Lucky Generals’ strategic ability to simplify a complex challenge and then answer it with a big idea.”
Lucky Generals founder Helen Calcraft says: “This is a huge win for us. It’s a brand we have always wanted because of its values and we love the ambition of the team to really do something different – not just via communications, but through their actions.”
Lucky Generals has a close relationship with Omnicom network TBWA, being responsible for installing a new management team at TBWA London, although it’s not, so far, a full merger.
But TBWA has continued to struggle although it managed to get on the shortlist for the Sky account, which went to Mother. TBWA is losing its flagship Lidl account after a number of years and it remains to be seen if it can replace this with another supermarket. Such candidates may see the Co-op at sibling Lucky Generals as a conflict, making a full merger more likely.