Grocery company Metro has chosen Glassroom to support its digital media transformation, including by helping to in-house performance media.

Metro is in-housing performance activities for its grocery and pharmacy banners, which also include Super C, Marché Richelieu, Adonis, Jean Coutu, Brunet and Food Basics, in the hopes of increasing its internal media team’s autonomy.

In support of that process, Glassroom will assist Metro in planning, managing and optimizing all digital performance media, including search campaigns, digital conversion efforts and ecommerce acquisition campaigns. The agency was selected following a “rigorous selection process,” Metro’s announcement said.

Glassroom has previously worked with client Desjardins on a similar collaborative approach to in-house media work through a model it calls “One Team,” with an internal team made of both agency and client staff.

“To successfully tackle this challenge, it is imperative to work with an experienced partner with a history of success in transformational support,” says Julie Massicotte, director of centralized marketing services for Metro. “It became clear to us that Glassroom was that partner, given their
commitment to transparency, collaboration and performance, as well as their proven methodology.”

This digital transformation is designed to maximize Metro’s marketing potential in terms of campaign performance, operational efficiency and leveraging first-party data. It is often thought that the complexity of such a project stems from the technological infrastructure that needs to be implemented.

“However, the main challenge lies in human-related activities,” says Charles Beaulieu, chief innovation officer and partner at Glassroom. “We must not overlook the importance of a governance plan, change management, project communication, recruitment and training.”

Outside of in-housing its performance media, Metro works with Touche! as its media AOR, an assignment that was expanded to include both Ontario and Quebec at the beginning of the year. In May, the grocer also awarded its in-store and regional Quebec marketing assignment to creative and branding agency Pigeon.