The appointment marks the first time an agency has been officially
retained by Virgin Wines' chief executive and founder, Rowan Gormley.
The client is said to be backing the project with a £3 million
It released a TV campaign through TBWA/London last Christmas, which was organised through Clemmow Hornby Inge's founder Johnny Hornby, then joint managing director at the agency.
Both Hornby and his co-founder Simon Clemmow also worked closely with Gormley during his time as the chief executive on Virgin Direct and
Virgin One. Again, the accounts were handled by TBWA.
"Simon and I love working with clients such as Rowan, clients who are
genuinely ambitious for their brands and recognise the value of a big
creative idea," Hornby said.
Clemmow Hornby Inge has been handed an open brief to drive Virgin Wines sales in competition with rival online tipplers such as
madaboutwine.com. An integrated campaign is likely to result in a return
to TV being considered alongside direct marketing and promotions.
The previous TBWA campaign featured a talking bottle bank harassing
unsuspecting recyclers and insulting their choice of vintage.
Virgin Wines has attempted to differentiate itself from its competitors
by offering to improve gradually users' connoisseurial instincts and
build them a personal virtual cellar. The process involves sending
taster packs to users who then register their likes and dislikes online.