Metro Canada retains Rethink
By Adnews Staff
Commuter newspaper publisher Metro Canada has hired Rethink to develop what it calls its first large-scale national brand campaign. Rethink won the assignment in a request for proposals process that involves 37 submissions. Media work for the campaign is being handled by Starcom. The campaign will begin in October, but no further details are currently available. "We were blown away by [Rethink's] portfolio of award-winning creative coupled with the media industry experience that they bring to the table," said Jodi Brown, marketing and interactive director at Metro Canada. "We also believe that Rethink’s holistic approach to the creative process marries well with that of our media agency, Starcom, who are known for using a distinct creative flare in developing highly impactful and organic campaigns. Another thing we were struck by was how entrepreneurial, innovative and driven Rethink is. This really mirrors who Metro is, so we feel they really get our brand."