Frank and Borkowski win Virgin pitches

Virgin Media and Virgin Mobile have overhauled their consumer agency support to gain a greater voice in their respective markets.

Virgin Media, formed last year by a merger with cable TV firm NTL, has hired Frank PR for a six-figure sum to handle national consumer PR, following a four-way pitch in December.

Meanwhile, Virgin Mobile has handed its brief to consumer specialist Borkowski PR after a five-way pitch.

Frank is working to promote Virgin Media's 'quadplay services' of TV, mobile, broadband and phone, focusing on pushing its cable, broadband and video-on-demand offerings.

Frank chairman Graham Goodkind dubbed Virgin Media a 'challenger brand in a competitive marketplace', adding that the agency aims to gain market leadership for the brand using traditional media relations, guerrilla stunts and online activities. Frank PR will work closely with Virgin Media's regional consumer agency Ptarmigan.

Virgin Mobile head of consumer PR Simon Dornan said Borkowski would start on 1 February and would 'remind everyone that it's the only brand in a marketplace full of faceless corporates that knows how to have fun and look after its customers'.

Incumbent handset agency Eulogy was one of the final agencies involved in the Virgin Mobile pitch. Virgin Media and Virgin Mobile both parted with joint incumbent Henry's House last October (PRWeek, 12 October 2007).

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