The agency will focus on core products such as its credit card, car insurance and the recently launched ‘Big V' cancer cover.
‘We want our products in the consumer pages and parts of the paper you would not expect to find items on personal finance,' said Virgin Money head of PR Scott Mowbray. He added: ‘It is essentially a non-finance brief.'
He added: ‘The Virgin brand is very strong, and we can use it to get cut-through in the media.'
Eleven-year-old Virgin Money has more than one million UK customers. It competes with brands such as Barclaycard and Capital One, Fidelity in the investment market, and MoreThan and Directline.
In January it launched Big V, the UK's first cancer-specific serious illness cover.
Frank saw off Cow PR, Mission 21 and the Launch Group for a brief worth up to £150,000 over 12 months.
The appointment ends Bell Pottinger Consumer's three-and-a-half-year grip on the account.