Virgin Retail, which is preparing to demerge its Our Price music
stores, this week hired Cake on fees of pounds 200,000 to promote the
Virgin Megastore music chain.
Cake won the trade and consumer account without a pitch. Craigie Taylor
previously handled consumer and trade PR for the combined Megastore and
Our Price chains, and the agency will continue to work for Our
Virgin is negotiating a management buyout of its 229 store-strong Our
Cake’s task is to create points of difference for Virgin Megastores from
Our Price and other record stores, by, for example, promoting its focus
on DJs by having in-store decks.
Cake was formed this year through the merger of youth PR and marketing
firm FFI, stunts and events specialist Ground Control, market research
company eat 100 and strategy and brand development firm ie.
Cake will run the Virgin Megastores press office, where it will handle
all media enquiries, and promote store openings and in-store PAs.
Cake’s first task was on Thursday this week, when US Latino pop star
Ricky Martin, whose new single hit the UK number 1 spot, was expected to
perform at the Virgin Megastore in Oxford Street.
The brief also extends to music business promotion, strategic and
creative input on marketing and planning and one-off PR stunts.
Cake will promote the opening of a new Virgin Megastore in London’s
Piccadilly Circus in September. It will also handle the launch of a new
flagship store in Glasgow.
The agency will also launch the Virgin Megastores’ web site, scheduled
to go on-line in September.
Virgin, which formed Virgin Our Price with WH Smith in 1991, bought the
company back from WH Smith last year for pounds 145 million.
A deal to sell the Our Price network to Prudential Corporation’s venture
capital arm, PPM Ventures, has fallen through owing to a disagreement
Cake counts Nintendo, Xfm, V99 and Rizla among its clients.