LONDON: Virgin Media Business has parted ways with longtime agency Speed, shifting the account to Bell Pottinger after a pitch.
Speed, which re-pitched for the account, had worked on Virgin's business PR since its formation in 2009. Virgin, formerly known as NTL:Telewest, previously worked with Rainier, which later merged with other agencies to form Speed.
The brief, understood to be worth a six-figure sum, covers Virgin's broadband and telecoms business services.
Bell Pottinger MD and partner Kevin Read told PRWeek the brand has “one of those great stories to tell. Virgin Media Business is a major challenger in the marketplace and is a massive growth area as businesses adapt to the digital world.”
He added that the agency would bring “new creative thinking into things” to make Virgin a stronger challenger in the market.
The agency will lead integrated campaigns including media and analyst relations, thought leadership, and social media.
The split with Speed follows the sale of Virgin Media to international media company Liberty Global earlier this year.
Former Vodafone enterprise director Peter Kelly joined Virgin Media Business as managing director in September.
Virgin previously announced it is set to cut 600 posts as part of a push to be more “agile and efficient” post-acquisition.
“Like organizations across the public and private sector, Virgin Media is making sure it has the structure it needs to meet the needs of its customers,” Tom Mockridge, the newly installed CEO of Virgin Media, said at the time. “These proposals are designed to take advantage of the opportunities that come with being part of the world's largest cable operator and create an organization that's fit for growth.”
This story originally appeared on the website of PRWeek UK.