Adrian Webb has left his role as head of communications at on-line,
all-in-one mortgage and bank account company VirginOne to join
He takes the role of media strategy director, and is tasked with
developing Consolidated’s digital strategy. He will lead a team of
three, dubbed the ’digital working party’, which is looking at the
impact of new technology on the PR industry.
Alastair Gornall, Consolidated MD, said: ’The digital revolution will
have a massive impact, and we have to ensure we have the right IT
systems, the skills and the monitoring systems.’ The team will make
recommendations on both practical and strategic levels.
Webb will also advise clients on dealing with new media, particularly
reputation management. He said: ’The reputation of a company can now be
trashed in an afternoon, through the internet. Organisations have to
start thinking broadly.’
He cited examples such as the viral e-mail campaign against banks, in
which customers were told to write five cheques to five friends for one
penny, in an attempt to cause chaos in the banking system.
Webb has actually been working at Consolidated’s London office, while
employed for two years in-house at Virgin One, which is a client of
Before joining Virgin, he was head of group PR at Directline.