–Grey Group Singapore has been retained by Metro Pte. Ltd as their official creative agency to execute their strategic brand communication
Singapore, 17 June 2014 – Grey Group Singapore today announced that the agency has been appointed as the agency of record for an integrated branding and communications plan for Metro Pte Ltd. department stores. 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.
The win, which followed after a competitive 3-way pitch, sees Grey Group Singapore retaining Metro as a client, a relationship that started 5 years ago. This is one win that reflects the company’s outstanding strategic planning and cross-disciplinary capabilities.
Grey Group Singapore’s Chief Executive Officer, Subbaraju Alluri, said: “We are extremely excited that Metro continues to support and trust Grey Group Singapore to take the brand to the next level. 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.”
“Grey impressed us with their understanding of the Singaporean market, as well as their innovative ideas to revitalize Metro’s brand personality. We are confident their creative concept will inspire audiences to see a familiar brand in a new light. We look forward to working with the Grey team to offer shoppers a new experience every time they visit our stores” expressed David Tang, CEO Metro Pte. Ltd.
The scope of work will see Grey implementing strategic brand programmes and campaigns to refresh, revitalize and rejuvenate the Metro brand, by bringing forward the plethora of new and exciting offerings the brand has in store. Grey will begin campaign duties immediately.
GREY GROUP SINGAPORE
Grey is the global advertising network of Grey Group. Grey Group ranks among the largest global integrated communications companies. Its parent company is WPP (NASDAQ:WPPGY). Under the banner of “Grey Famously Effective Since 1917,” the agency serves a blue-chip client roster of many of the world’s best known companies: Procter & Gamble, GlaxoSmithKline, Diageo, Pfizer, Canon, 3M, Eli Lilly, Boehringer Ingelheim and Allianz. Grey was featured in FAST COMPANY magazine’s “50 Most Innovative Companies in the World” issue in both 2010 and 2011. In the Asia Pacific region, Grey Group covers 28 cities in 16 countries. For information on Grey Group Asia Pacific, please visit: www.greygroupasiapacific.com.
METRO PRIVATE LIMITED 美罗
Metro Pte Ltd is a fully-owned subsidiary of Metro Holdings Limited. The retail arm currently operates a chain of four department stores, eleven specialty stores under the Monsoon, Accessorize and M2 brands in Singapore with another nine department stores in Jakarta, Bandung, Makassar, Surabaya and Solo, Indonesia.
The Metro shopping brand is an established household name in the retail industry and offers a wide range of merchandise over 1.4 million square feet of downtown and suburban retail space both in Singapore and Indonesia.
A team of more than 6,900 direct and indirect staff is employed to support its retail business, which has a turnover of more than $211 million as at 31 March 2013.
More information is available at www.metro.com.sg