The hire ends incumbent agency Consolidated Communications’s hold of the consumer account, which it has handled since Virgin Mobile’s inception in 1999.
Virgin Mobile head of PR Alison Bonny said Henry’s House will ‘work across
activities such as the V Festival and raise the profile of our celebrity-driven ad campaigns’.
Consolidated was not involved in the pitch, which included Freud Communications, Countrywide Porter Novelli, Shine Communications and Launch PR.
‘We wanted to get a specialist in the field and Henry’s House is an industry leader in entertainment. Our advertising is extremely popular and gives us a talkability factor,’ said Bonny.
TV ads have featured music stars Busta Rhymes and Wyclef Jean, while Christina Aguilera will front a new campaign from 17 May.
Henry’s House will co-ordinate a PR spend of around £500,000. Bonny said: ‘We’re not one to be set to a formula on remits with an agency. We like to thrash it out together.’
Henry’s House’s client list includes brands such as FHM, Coca-Cola, MTV and Absolut Vodka.
Consolidated retains responsibility for Virgin Mobile’s public affairs, while Big-mouths PR handles its accessories account.