Midland Metro appoints creative agency

West Midlands Metro has appointed M3 as its creative agency to deliver advertising, digital development, internal communications and media buying for the next two years.

M3’s work aims to help increase the number of individuals using the service and to support a recruitment drive for new staff to work on planned line extensions from the Black Country, across Birmingham city centre and through to Edgbaston.

Stu Perry, group creative director at M3, said: “When you’re entering a pitch with 10 other great agencies, you have to look past the initial brief and try to provoke a conversation with the potential client that satisfies their requirements, but also challenges them to look at a bigger picture.

“We believe that our creative works on all of the different levels that the West Midlands Metro operates on and resonates with anyone that works on it or uses it.”

Sophia McKain, marketing and communications manager at Midland Metro, said: “West Midlands Metro connects people to friends, family and to places. Not only does the Metro team provide a vital local service, but, as an organisation, we also strive to provide employment opportunities for the communities we serve.

“Recruitment is a priority and we hope to attract the best local talent to join our team. When lockdown restrictions ease, the full roll-out of the hearts and mind campaign is also set to remind passengers of some of the great experiences they can enjoy by tram.

“M3 understood what we wanted to achieve, and we were impressed with its energy, the pitch ideas and the planned execution.”

M3, which has offices in Albrighton, Birmingham and London, has enjoyed a strong start to 2021, with the West Midlands Metro contract quickly following its appointment as the creative agency for MG Motor UK.