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Serviceplan Presents New Global Brand Campaign and Brand Identity for METRO

Creative 208 Add to collection

New branding highlights METRO's role in supporting the success of all independent business owners

Serviceplan Presents New Global Brand Campaign and Brand Identity for METRO
Serviceplan and METRO are making history presenting a new global brand campaign and brand identity.

Serviceplan Campaign Hamburg has developed a new global brand campaign for METRO Wholesale based around the company's new claim: "Your Success is our Business".

This clearly highlights METRO's role in supporting the success of all independent business owners. The campaign, which will appear in over 20 countries, is also the kick-off for a new brand identity. 

Hamburg, 28 June 2018 - The new claim "Your Success is our Business" emphasises METRO's position as a dedicated supporter of the success of independent business owners. The brand campaign that goes along with this claim underpins it and simultaneously brings it to life with real METRO customers from over 20 countries, turning their personal business goals into the heart of the campaign.

You can follow how METRO supports independent business owners such as restaurant owner Christa from Germany, kiosk owner Vijay from India, café owner Lilian from Italy and the other faces of the campaign in films and on the different METRO countries' websites and social media channels.

For example, supporting them in digitalising their business, opening their next shop or helping them to rediscover forgotten flavours.

"We are proud to reach this milestone together with our Client. With a campaign METRO is not just communicating in over 20 countries, but also with a campaign that motivates the METRO employees internally and makes them proud", says Leif Johannsen and Patrick Matthiensen, Executive Creatives at Serviceplan Campaign Hamburg.

Gisele Musa, Global Director Branding & Activation at METRO, commented: "The new global brand campaign and brand identity developed by Serviceplan Campaign Hamburg is a logical progression in our endeavours to do everything we can for the success of independent businesses. Our clear promise and commitment to our customers is now being brought to life through our brand communication.”

Michael Schneider, Managing Director of Serviceplan Campaign Hamburg, says: "Our many years of partnership and cooperation with METRO have reached their highest point yet. We are thrilled to be able to provide a company with over 50 years of success with brand communication that is just as strong."

The new brand identity will now gradually be seen at all levels of brand communication and at METRO's locations around the world. The teaser-message "We don't work for METRO" launched the new brand campaign in all METRO countries as well as the company headquarters in Düsseldorf. This statement staged the new brand image in a way that would attract a lot of attention. The solution occurred via internal channels: "This is a conscious, initially confusing staging, with which we promise that the success of our customers around the world is always our focus", said Gisele Musa. "We don't work for METRO, but for each of our individual customers - because their success is our business".

The new brand identity, also developed by Serviceplan Campaign Hamburg, visualises the new METRO brand claim through the Angle of Success, an up-and-coming area derived from both the logo and the brand positioning. The brand identity will now be successively rolled out in all countries where METRO is active and will be used in all internal and external business documents and marketing media.

Serviceplan Campaign Hamburg has been the international creative lead agency for the Branding & Activation division of METRO since 2014. As well as numerous successful campaigns ("The Daily Catch" for example was awarded a Silver Lion at the 2016 Cannes Lions International Festival of Creativity) and innovative promotions and platforms (such as establishing the "Own Business Day"), the new global brand campaign represents a high point in the cooperation between the agency and the wholesale and food trade specialist, which has over 150,000 employees worldwide and revenue of over 37 billion euro (2016/17).

The Serviceplan Campaign Hamburg team, made up of Managing Director Michael Schneider (Consulting) and Executive Creatives Patrick Matthiensen (Creation) and Leif Johannsen (Creation), Lukas Paschke (Strategy) and Creative Directors Hugo Gstrein and Jakob Rheinländer, is responsible for campaigns, CI and claims.
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Advertiser: METRO AG

Brand Manager: Laura Llamazarez Diez, Julia Münster

Brand Communications Manager: Yuko Isomura

General Manager New Customer Acquisition: Funda Karacil (Expert Brand Management Customer Experience)

Head of Campaigns: Alicja Korkosz-Foltyn, Sonika Grotjahn

Head of Media: Avsar Kayi

Global Head of Brand & Marketing: David Fehlberg, Anila Brahmakulam

General Manager – Marketing & Customer: Marina Sverdel

Post Production / VFX

Post Production Company: Post Production / Bild

Motion Designer: Hannes Seth


Sound Company: Wohlklang Hamburg


Photographer: Liz Seabrook, Robert Rieger

PR Agency: Achtung! GmbH

DoP: Emma Simon, Ben Marshall, Max Preiss, Jesse Mazuch

Creative Agency

Creative Agency: Serviceplan Campaign Hamburg

Copywriter: Julius Schneider Vera Karpova Barbara Casteel Manuela Rondon Nuñez

Art Director: Cosima Pereira Köster José Hernandez Lea Baustian Mojca Zavolovsek

Strategist: Lukas Paschke (General Manager Strategy)

Chief Creative Officer: Alex Schill (global)

Managing Director: Michael Schneider

Strategy Director: Oliver Henares Cabrera

General Manager: Leif Johannsen (Creative Art) , Patrick Matthiensen (Creative Copy)

Account Management: Mirjana Dmitrovic Yasemin Tekne Jana Richter Annemarie Groppe Sandra von Kempe

Illustrator: Appel Grafik Hamburg

Regional Corporate Communications Executive: Florian Stemmler

Head of Design: Christa Wellershoff

Senior Strategist: Adam Bekassy

Global Director: Gisele Musa

Head of Activation Strategy: Kristina Krauter (Expert Brand Management Design & Seasonal Activation)

Digital Production Company

Digital Production: UX Hamburg

Creative Director: Kevin Eschweiler (Digital)

Director: Julian Knapp (Art Director)

Managing Director: Christoph Mecke

Account Director: Dorothea Agnes Iwansk/Lucas Wiese (Account Manager/ehem.) /Max Kuhn - (externer Freelancer Account Management)

Production Company

Production Company: Nu Projects Hamburg (Photo/Video)


Music Production: Benjamin Rheinländer

Genres: People, Storytelling

Categories: Supermarkets, Retail and Restaurants

Serviceplan Germany, Thu, 28 Jun 2018 14:51:39 GMT