Metro International, the freesheet newspaper publisher, has launched an in-house creative team in London to create advertising work for its clients.
According to an insider, the team will be “better placed” than advertising agencies to understand the dynamics of editorial and commercial co-operation.
The Creative Solutions Unit is headed by former Euro RSCG creative Jean-Michel Botsen, who has moved across from head of production at Metro France.
The first work from the unit is for Canon, advertising the company’s Pixma printers for digital cameras. It breaks in 33 Metro editions in five countries – Spain, France, Italy, Sweden and the Netherlands – this week. The unusually shaped ads appear to jut into the editorial matter opposite them.
Metro International director of global sales Greg Miall says: “We are seeing a marked increase in demand for innovative creative solutions that add value. We believe people working inside Metro are well-placed to understand what connects with our readers and where we can push the boundaries creatively.”
The insider says: “Outside agencies will always have a part to play, but we are seeing a shift towards more and better creative work by media owners and publishers.”
In a joint venture with Associated Newspapers, Metro International launched Metro in Dublin on Monday, the same day Independent News and Media launched a rival Dublin freesheet.