Virgin Mobile, Richard Branson’s new mobile phone outfit, has
handed its six-figure consumer PR account to Consolidated
Consolidated has been charged with promoting the Virgin Mobile brand
among existing mobile-users, as well as those who have not bought into
the mobile phone culture.
Consolidated has worked for financial services arm Virgin Direct since
its launch and won the account after an informal competition against
The consumer brief covers the pre-launch and launch period and may
extend beyond that. Virgin Mobile has kept its launch date under wraps,
but it is expected to capture the pre-Christmas sales rush.
The account will be led by Consolidated director Will Holt, who also
runs the Virgin Direct account. Holt’s brief covers media relations, PR
and, possibly, sponsorship. He will report to Virgin Mobile PR head
Steven Day, who was recruited from the SundayExpress two months ago (PR
Week, 11 June).
Day said: ’I want this to be consumer-focused. Virgin Mobile is about
looking after people, not just hardware.’