Karmarama picks up Virgin Active account

Virgin Active UK, the gym chain backed by Richard Branson's Virgin Group, has appointed Karmarama as its lead creative agency after a process involving Krow.

Virgin Active: Karmarama picks up creative account
Virgin Active: Karmarama picks up creative account

The incumbent, The Brooklyn Brothers, which claimed it worked on a consultancy basis, did not pitch.

The fitness chain is embarking on a campaign for early next year that a spokesman said would have a multimillion-pound spend. The brief was to make it "the most-loved health club in the UK". As well as media channels, it will use Virgin Active staff for in-store "experience" activity.

James Denton-Clark, the managing director at Karmarama, said: "Both the client and the brand have the ambition and the potential to really shake this market up."

Virgin Active has more than 1.5 million members and 272 health clubs.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 How Sainsbury's ads revolutionised the UK's food culture

Abbott Mead Vickers' press ads for Sainsbury's in the 1980s formed the most influential and culturally significant campaign the UK has ever produced, argues Paul Burke.

Just published