PR efforts for the account will focus on raising brand awareness and consumer education about the benefits of its wireless plans. The provider will specifically promote that its plans do not require annual contracts.
Wallace declined to name the agencies involved in the pitch. She praised the work of its current AOR, CooperKatz, but said the firm declined to participate in the review. After Virgin Mobile went public last year its PR and corporate comms' needs changed, prompting the company to reassess, she added.
CooperKatz has worked with Virgin since before its 2002 launch, and developed and executed several campaigns and launches, including the company's Sugar Mama initiative.
Anne Green, president and CEO of CooperKatz, said the agency wished "them the best," and is open to working with Virgin on a project basis in the future.
"We have worked with them for over six years and watched them grow up as a company," Green said.