mcgarrybowen was founded in 2002 in New York City. We are an agency built on the belief that clients deserve better. Using that simple premise, we’ve built enduring relationships
with some of the world’s most iconic brands.

In 2008, mcgarrybowen became part of the Dentsu Network, and over the past three years, we have been named Agency of the Year three times (Ad Age: 2009, 2011; Adweek: 2011). Along the way,
Dentsu and mcgarrybowen have worked hand in hand toward creating a global mcgarrybowen network.

Now we are thrilled to announce the expansion of our London office. This growth is instrumental in helping clients reach every potential consumer and every potential touchpoint across the globe.
We are committed to partnering with our clients wherever they go, and today those goals have taken a giant leap forward. Together, we’ll continue to make great strides.

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Metro: NewPaper

THE CONTEXT

Metro wanted to demonstrate its importance in the community as well as its environmental credentials. To address our audience’s perception that the brand was throwaway, we needed to demonstrate that the product has value beyond being a disposable daily.

THE WORK

Taking inspiration from ‘tsutsumi’, the Japanese practice of wrapping produce imaginatively, we wanted to express Metro’s commitment to environmental issues whilst adding some colour and variety to the festive shopping experience at Borough Market.

We screen-printed thousands of sheets of surplus newspaper in a variety of colourful graphic designs to transform standard newsprint into something much more fun and interesting.  We called it ‘Newpaper’.

We supplied 42 of Borough’s Jubilee Market stall-holders with the recycled, specially designed newspapers as wrapping for their customer purchases, such as olive oil, Christmas sweets, biscuits and spices.

Results

Newpaper was well received by stall-holders who claimed the initiative brought a new energy to their stalls and opened up conversations with their customers.  Shoppers were equally positive stating that the scheme had encouraged them to think differently about wrapping their Christmas presents.