Virgin Net has dropped its agency Larkspur and pulled its PR
in-house as it repositions itself as a content provider.
Lisa Francis has joined from Bite, where she was an account manager, to
head up the in-house division.
Virgin Net launched as an internet service provider last November but
now offers a full range of content, including news from the Independent,
live football broadcasts and a health service. It is launching an
electronic commerce service next month which will allow users to buy
products from Virgin Megastore and other high-street stores.
Francis’ remit is to help Virgin Net grow its subscriber base from
65,000 and to reflect the nature of its content. ’The service has
changed quite a lot,’ said Francis. ’It became impossible to communicate
The in-house team will be expanded later this year and Francis does not
rule out using an agency on a project basis. Her appointment coincides
with Virgin Net’s first advertising which appears this weekend in the
Sunday Times and Mail on Sunday.
Francis will attempt to use PR to differentiate Virgin’s content from
that of its rivals. ’We provide UK content for UK people. CompuServe and
America Online are not localised but operate across the world,’ said