TBWA/London's grip on the £5 million Virgin Megastores
account has weakened with news that Farm Communications is developing
ads for the company.
Farm created the current campaign, which highlights the advertiser's
"three for two" offer on CDs and features a biker sitting in his bedroom
listening to the band Destiny's Child rather than something from his
usual heavy-metal repertoire.
Sources claim the "experiment for free" press and TV work was created by
Farm after Virgin Retail was not satisfied with work submitted by
However, the Virgin Megastores head of retail marketing, Kerry Lee,
played down the significance of Farm's involvement. She said: "This is a
one-off project that Farm submitted to us - we like it. Obviously this
doesn't affect our relationship with TBWA. We will continue to work with
it. It is already working on our Christmas campaigns."
The possibility of using Farm in the future has not been ruled out,
Lee said: "We will possibly work with Farm again if projects come up
that we think are suitable. We are pleased with the work it has done for
us - it really stands out."
Virgin Retail reviewed its media account earlier this year and moved the
business from the Media Planning Group to Manning Gottlieb Media.
TBWA refused to comment on the story as Campaign went to press.