SINGAPORE – Grey Group Singapore 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 three-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 brandprogrammes 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.
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