Metro sets up team to create its first global branding campaign

Posted by Savita Sauvin on August 30, 2010 at 3:18 PM

Metro International will not work with a creative agency on its first global branding campaign and has instead hired a brand team led by Mattias Frodlund, a freelancer previously working for Leo Burnett, Media & Marketing reported last week.

In a press release, Metro International CEO Per Mikael Jensen said the company's previous goal was to "establish Metro as the world's largest global newspaper." The next step"is building Metro into one global premium brand, admired and respected by readers as well as advertisers," global marketing director Christian Quarles added.

Frodlund will help to develop brand concepts and communication strategies to position the brand globally, Newspaper Innovation noted.

"This year is 'the year of the product', and big investments are made in Metro World News, the central news desk in London, to supply unique high-quality content to all Metro newspapers," Jensen said, according to Newspaper Innovation.

The global branding campaign will be targeted towards readers, advertisers, employees and shareholders. The campaign will be launched on multiple media channels in 19 countries from the beginning of 2011.