Metro department stores has re-appointed WPP creative agency Grey Group Singapore to handle its integrated branding and communications plan. The win follows a three way pitch which was called earlier this year. Grey Group Singapore was the incumbent on the account.
The scope of work will see Grey implementing strategic brand programmes and campaigns to rejuvenate the Metro brand and bring forward new offers. This involves the development of master branding strategy for Metro as a retail brand, launch strategy for the new Metro Centrepoint store and the re-launch of Metro Paragon store with an implementation road map to increase broader consumer loyalty.
Grey will begin campaign duties immediately.
“Grey impressed us with their understanding of the Singaporean market, as well as their innovative ideas to revitalise Metro’s brand personality. We are confident their creative concept will inspire audiences to see a familiar brand in a new light,” expressed David Tang, CEO Metro.
Grey Group Singapore’s, chief executive officer, Subbaraju Alluri, said: “Metro is an iconic brand in Singapore. Together with Grey Group, Metro will be setting a new standard in the retail industry – redefining what the department store should be.”