Virgin Atlantic and Virgin Holidays have appointed AMV BDDO as their first-ever joint creative agency.
Virgin Atlantic and Virgin Holidays operate as two individual brands and will continue to do so – with AMV BBDO tasked with developing complementary, but distinctive, marketing strategies for each.
The decision to consolidate creative work under one agency stems from a desire to improve marketing efficiencies and deliver greater synergy and cohesion between the two brand strategies.
AMV BBDO has been appointed after a closed agency pitch against incumbent Virgin Atlantic agency Adam & Eve. Both Adam & Eve and AMV BBDO are highly valued agency partners, which is underscored by the decision to run this as a closed pitch between two incumbents and not invite competitor agencies to tender.
The international roster of agencies that support Virgin Atlantic, such as Figliulo & Partners in New York, are not impacted and their contract has similarly been extended for three years.
AMV BBDO will have a joint reporting line to Claire Cronin – Senior Vice President of Marketing at Virgin Atlantic, and Amber Kirby – Vice President of Marketing and Customer Experience at Virgin Holidays.
Amber Kirby joined the business on March 12th after a position as Global Brand and Marketing Director at Boots Walgreen Alliance
Claire Cronin, Senior Vice President of Marketing at Virgin Atlantic commented: “Aligning our creative work under a single award-winning agency will help us ensure we deliver more complementary marketing strategies that continue to grow each individual brand – and the creativity and enthusiasm from AMV BBDO knocked it out of the park for us. Adam & Eve has been a phenomenal agency partner, who we cannot recommend highly enough, and we would like to thank them for the incredible work they’ve delivered over the previous four years.”
Amber Kirby, Vice President of Marketing and Customer Experience at Virgin Holidays, commented: “Virgin Holidays has an award-winning comms platform with Seize The Holiday – and I’m really excited to see how this will evolve over the next few years, whilst remaining distinctive and individual from Virgin Atlantic.”
Justin Pahl, Managing Director from AMV BBDO, commented: “Adding the super prestigious Virgin Atlantic to our roster is a spectacular win and we are extremely proud to be working with such an exciting brand. But of course we are just as delighted to continue working with our superb clients at Virgin Holidays. We can’t wait to get started making some exciting work full of Virgin spirit.”
The priority objective for AMV BBDO will be to launch a new creative platform for Virgin Atlantic, following the decision to retire Let It Fly – and to extend the current Seize the Holiday platform for Virgin Holidays.
Virgin Atlantic has also significantly bolstered its in-house creative department with the appointment of Michael Stephens who previously held the role of Global Deputy Head of Creative at Ted Baker.
Michael will work closely alongside AMV BBDO to develop a refreshed creative direction for the airline, and is currently hiring for four newly created creative roles including:
Creative and Design Manager – Responsible for managing a team of designers and art-directors
Senior Digital Designer – Specialism in motion graphics and animation
Creative Content Producer – An in-house videographer, photographer and editor
Creative and Design Intern – A twelve-month placement, with applications from students or graduates welcome
Michael Stephens, Head of Brand and Creative at Virgin Atlantic, commented: “Virgin Atlantic has undoubtedly one of the strongest brand identities in the industry and beyond. I’m really looking forward to working alongside our agencies and our talented in-house team to help shape the creative vision for the next decade.”
AMV BBDO will begin work on both brands immediately, whilst Adam & Eve will continue to deliver agreed marketing initiatives currently in the pipeline.