The agency was hired after a four-way pitch against The Outside Organisation, Shine Communications and Brave PR, according to Virgin Megastores PR manager Simon Dornan.
It is understood that fees for the 12-month contract are in the region of £300,000.
The agency replaced Cake, which had been retained by Virgin Megastores until July to handle its consumer and trade PR since July 1999 (PRWeek, 16 July 1999).
Borkowski will also handle corporate PR, with the agency aiming to raise the profile of Virgin Megastores’ spokespeople in the context of commenting on issues ranging from the downloading of digital music to the prediction of the Christmas Number One single.
In addition to consumer media relations, the agency will promote in-store events, store openings and undisclosed ‘major commercial initiatives’, plus stunts.
Cake MD Darren Thomas, whose agency has represented Virgin Megastores since Cake itself was founded four years ago, said: We are sad to see the end of our relationship.
To use a familiar phrase at these times, we have simply “grown apart”.’