The Publicis agency triumphed in the "Science of Engagement" competition launched in February, which invited agencies to submit proposals for a campaign with 拢300,000 of free ad space to help Metro develop its relationship with readers.
Zed's proposal focused on Zurich's tagline "Because change happenz" to introduce the idea of change to Metro readers via both online and offline channels.
It will run across the whole of Metro's portfolio, including traditional space, advertorial space, supplements, blogs and user-generated content, Zed board director Nick Burcher told Media Week.
The winning campaign will run later this year, with a research programme to evaluate its impact.
Zed beat entries from Vizeum, Manning Gottlieb OMD, MindShare and Lunar BBDO to take the top spot in the competition.
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