TBWA Simons to introduce Virgin One

By EMMA HALL, campaignlive.co.uk, Friday, 31 October 1997 12:00AM

TBWA Simons Palmer has been appointed to launch Virgin One, the banking operation from Richard Branson’s financial services empire, Virgin Direct.

TBWA Simons Palmer has been appointed to launch Virgin One, the

banking operation from Richard Branson’s financial services empire,

Virgin Direct.



Virgin One opens its service to existing Virgin Direct customers on 1

November, but the pounds 6 million advertising campaign will not kick

off until the bank opens to the general public early next year.



So far, only direct marketing has been used to contact customers about

the operation, which will show an account-holder’s mortgage debt on

every bank statement.



The appointment has been squared with TBWA’s existing financial services

clients, Axa and Goldfish, which are both planning to extend their

offerings to customers in the coming months.



Tony Wood, the marketing director of Virgin Direct, refused to disclose

the budget for Virgin One’s launch, but admitted it would be

’substantial’ and confirmed pounds 10 million had been earmarked for

advertising its Peps, insurance and pensions products over the coming

year.



’TBWA has been on board for the past three months and there was no

question that the agency should launch Virgin One,’ Wood said.



The client and agency are working on a launch strategy with Manning

Gottlieb Media. It has not yet been decided whether to streamline the

bank’s advertising with Virgin Direct’s existing work or to create a

wholly separate launch campaign.



’The bank’s advertising will be consistent with the existing campaign,’

Kevin May, the director in charge of Virgin Direct at TBWA, said. ’It is

not going to be a whisper. It will be a prominent campaign as befits the

revolutionary nature of the product.’



This article was first published on campaignlive.co.uk

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