Metro launches creative review

Metro, the free daily newspaper owned by Daily Mail and General Trust, is reviewing its advertising account.

Metro: Dare is the incumbent on the advertising account
Metro: Dare is the incumbent on the advertising account

The title, which is running the pitch itself, declined to provide details about the brief, but a spokeswoman confirmed that it is "talking to potential partners".

The incumbent on the business is Dare. It became Metro’s agency of record in January 2013 after a competitive pitch, handled by ISBA, that took the form of a day-long workshop.

Dare created Metro’s first TV campaign, which aired on Boxing Day in 2013 and promoted the brand’s online casino by showing footage of real people dubbed with humorous voiceovers.

In April, the company announced that it was launching an in-house creative agency, called Story, to create advertorial content for clients.

In March, Kevin Beatty, the chief executive of DMG Media, the consumer division of DMGT, said there were no plans to sell the newspaper. Speculation about a sale had been rife since Metro’s website was folded into MailOnline.

There have been a number of high-profile departures over the past year, including Linda Grant, the managing director, and Matt Teeman, a former commercial director and head of Metro’s client sales team.

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).