LONDON - The Co-operative Group is preparing a multimillion-pound marketing blitz around its membership programme, which will offer discounts on all of its consumer brands such as travel, banking and retail to new and existing customers.

The group has unveiled roster of agencies it has put in place for the relaunch activity, which have been appointed following competitive pitches overseen by the Haystack Group.

Advertising will be handled by mccann Erickson; Liquid and Start will manage a direct marketing campaign; and design agency North has been tasked with creating a new identity for the scheme.

All agencies will be working alongside marketing consultant Jan Smith, who has been brought in by Co-op to manage the scheme's relaunch.

New members will be able to fill out an application form online and open an account with just £1. Once enrolled, they will be offered an exclusive range of benefits including discounts and special one-off deals and offers.

Catherine Charnock, the Co-op's marketing team leader said that the relaunch would be focused on making "membership meaningful to a new generation of customers".