Mischief walk-out throws Virgin Radio

Virgin Radio has been left without external PR support weeks before its high-profile relaunch.

Virgin Radio's Christian O'Connell
Virgin Radio's Christian O'Connell

Mischief has walked out on client Virgin Radio just weeks after it was hired to help launch the station’s as-yet-undisclosed new brand identity in the autumn (PRWeek, 15 August). The radio station has said it will not hire a replacement agency at this late stage.

Mischief resigned the account last week following a spat over creative direction. ‘I took the decision to walk away from this opportunity because of a disagreement over strategic and creative direction,’ said Mischief MD Mitchell Kaye. ‘It would have been much easier to stay and bank the money, but we do not put our name to work that we don’t believe in,’ he said.

Virgin Radio head of comms Cat Macdonald said she would not put the account out to pitch again, because she was confident the in-house team would handle the launch effectively. ‘Mischief came with great credentials and reputation. It is a shame it hasn’t worked out,’ she added.

A four-strong in-house team will now handle PR and lead the ongoing strategic communications of the music and entertainment brand.

Mischief’s PR brief was part of an overall £15m campaign to build the new brand.

The Virgin Radio relaunch follows last month’s £53m sale to TIML, a subsidiary of The Times of India. It will be renamed at the end of September.

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