RCKT – A Dentsu Creative Company

Metro – Shape the M

How do you unify what METRO promises talents worldwide in order to be more relevant?

Challenge

METRO is a leading international wholesaler operating in more than 30 countries worldwide. Beyond competitive pressure, fragmented employer communication is an issue for the company. Diverse markets have diversified needs and target audiences.

Solution

A modular employer branding toolbox with one shared global promise (EVP) at its core: At METRO you can shape the M and have real impact on a company, the whole industry and your personal career path.

Shape the M – tradition meets innovation

METRO lies between tradition and innovation, where talents have the opportunity to generate real impact. With the leitmotif of Shape the M and through a flexible and original design, we brought a global umbrella brand to life.

Customized strategy and effortless activation

The Shape the M toolbox consists of a brand manual, a fresh imagery pool, an internal and external activation concept, as well as templates that enable all METRO and Makro markets to kickstart their employer communication. This was preceded by a customized borrow-up strategy process, which produced various insights through stakeholder interviews and focus groups.

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