Virgin Direct gives brand task to Rainey Kelly as part of overhaul

By EMMA HALL, campaignlive.co.uk, Friday, 28 August 1998 12:00AM

Rainey Kelly Campbell Roalfe has been appointed to overhaul Virgin Direct’s brand strategy as the financial services company prepares to move into the next phase of its development.

Rainey Kelly Campbell Roalfe has been appointed to overhaul Virgin

Direct’s brand strategy as the financial services company prepares to

move into the next phase of its development.



TBWA GGT Simons Palmer, the incumbent on Virgin Direct’s advertising

business, will retain the pounds 15 million creative account in the

short term.



However, contrary to reports this week, Virgin Direct is continuing to

review its agency relations. Steve Taylor, the brand manager at Virgin

Direct, called the retention of TBWA a ’passive decision’. He added: ’We

are comfortable with TBWA and I have no burning desire to get rid of

them. We are reviewing the position.’



Rainey Kelly is likely to dictate the strategy to whichever agency

creates the ads.



MT Rainey, a partner at Rainey Kelly, said: ’Virgin Direct is a mature

brand now and it needs a different approach. This is a major strat-egic

project and it is good to be able to take the long view.’



Rainey Kelly, which already handles Virgin Cola and Virgin Atlantic, has

been in talks with Virgin Direct since TBWA won the pounds 50 million

NatWest account (Campaign, 25 June). Rainey Kelly’s new project will be

completed by the end of the year.



Virgin Direct is considering an expansion of its services, which

currently include pensions, personal equity plans and insurance. For the

brand’s future development, it hopes to come up with a new, less

controversial but equally distinctive advertising strategy. Virgin

Direct’s work originally knocked its competitors, but it has recently

toned this down and now relies on the distinctive blue and red colours

of its press and poster work for branding.



All of Virgin’s media is handled by Manning Gottlieb Media.



This article was first published on campaignlive.co.uk

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