Following a bidding process that included eight agencies, Metro has expanded Glassroom’s mandate to be the grocer’s primary agency for all of the retailer’s media buying and strategies for both digital and traditional media.

The new mandate extends to all Metro banners, including Metro, Super C, Food Basics, Jean Coutu, Brunet, Adonis and Première Moisson, in both Quebec and Ontario.

The selection of Glassroom was the natural next step in a relationship that began in 2021, when the firm was first tasked with centralizing Metro’s media activities. In 2022, the partnership grew to include overseeing digital campaigns for all Metro banners.

“Glassroom has demonstrated its value by implementing a hybrid model that allows us to unlock the potential of data from all the contact points that our numerous audiences are exposed to, in a multi-banner, multi-market environment,” says Alain Tadros, Metro’s vice president of digital strategy and chief marketing officer.