Virgin Radio seeks agency

Virgin Radio is on the hunt for a consumer agency to launch its new brand identity in the autumn.

The relaunch follows last month's £53m sale to TIML, a subsidiary of The Times of India. The Virgin Radio brand will disappear 90 days after the completion of the sale on 30 June.

The new owners are investing £15m in building the new brand. The national rock music station wants an agency to put together a global consumer strategy for the launch.

It has been in talks with agencies but has not put together a shortlist.

Head of comms Cat Macdonald is leading the search.

She said there was potential for the launch agency to also work on a long-term basis to help develop the brand's personality.

Virgin Radio currently has an in-house team of four.

Macdonald said this team would not be affected by the management change.

It is believed star DJ Christian O'Connell will continue to work at the new station.

Acquiring the Virgin brand would have cost TIML an extra £8m, but reports said Virgin refused to grant rights to the licensing of the brand.

Separately, the station's marketing director David Lloyd is leaving.

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