Farm unveils 'one-off' Virgin Megastores job

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

TBWA.



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,

however.



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.



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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).