Metro mystery as £2m account handed to Bean

Associated Newspapers has handed the £2m account for its Metro free newspapers to Bean Andrews Norways Cramphorn without a pitch.

Associated Newspapers has handed the &£2m account for its Metro free newspapers to Bean Andrews Norways Cramphorn without a pitch. The move is understood to take Metro into TV advertising for the first time.

The business includes brand and tactical advertising for Metro freesheets in London, Manchester, Birmingham, Edinburgh and Glasgow.

It was understood that the account had been handled by Bates UK and that the agency had won the business in tandem with winning Associated’s &£6m Evening Standard account.

But Toby Hoare, Bates’ chief executive, denies it has held the account and says the agency has never produced a single ad for the newspaper. He questions why Metro would need an ad agency as it is a free paper and is awash with advertising.

Mike Anderson, managing director of Metro, was unavailable for comment but it is understood that new advertising, which will break later this year, will include Metro’s first TV campaign.

Advertisers have complained about the high cost of booking space in the papers, which can be more expensive than taking space in national papers.

But Anderson claims that Metro delivers a unique readership of young ABC1 readers.

In March, distribution for London Metro reached 360,000 copies.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here