Magliano was the marketing director during London's bid and was behind the acclaimed presentation to the International Olympic Committee (IOC) at its Session in Singapore in July 2005 which helped bring the Games back to Britain for the third time.

His efforts were recognised by the Queen in the New Year's Honours List when he was awarded an MBE. 

Magliano, who was also director of marketing on England's unsuccessful 2018 FIFA World Cup bid, will have responsibility for all developmental aspects of the Co-op brand.

The Manchester-based group, which has six million members, comprises a family of businesses, including food, travel, financial services, healthcare, funeralcare, legal services, motors and online electricals.

With a background in advertising, Magliano has also worked as director of sales and marketing for airlines, easyJet and Go.

"David is a high calibre, proven marketeer and his appointment underlines the importance we are attaching to the further development of our brand within the UK," said Gill Barr, the Co-op's marketing director.

"These are exciting times for The Co-operative in terms of maintaining the momentum we've seen in recent years and delivering plans which are anchored around meeting customers' needs.

"David will play a key role in this and we are delighted that he is joining us."

Magliano said: "I've been presented with a fantastic opportunity to shape and communicate the Co-operative brand across a range of businesses to a multitude of audiences, each with their own needs and expectations.

"I look forward to ensuring that this distinctive brand realises its full potential across all communication channels." 

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