Consolidated to steer the launch of Virgin Mobile

Virgin Mobile, Richard Branson’s new mobile phone outfit, has handed its six-figure consumer PR account to Consolidated Communications.

Virgin Mobile, Richard Branson’s new mobile phone outfit, has

handed its six-figure consumer PR account to Consolidated

Communications.



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

other agencies.



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.’



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