MEDIA CHOICE: Ian Darby, Campaign's media editor, picks Virgin Atlantic's 18th anniversary activity

"It's hard to believe that Sir Richard Branson's BA-baiting upstart has reached the age which might not be the start of maturity but is the end of youth. Will this temper the brand's sense of mischievousness or fun?

Not a bit of it if its current media strategy is anything to go by. Some excellent 'tease and reveal' poster executions featuring jelly and some more anti-BA copy are complemented by a great mixed-media approach with standard press supported by a series of ads taken in personal sections of local newspapers.

"The sight of Branson's mug alongside the other birthday messages is a nice touch and takes Virgin's celebration across the country. This is a subtle and amusing birthday celebration that through clever use of media avoids the usual anniversary cliches."

Client: Virgin Atlantic
Medium: Poster sites, regional press and six-sheets
Media planning and buying: Melinda Athinodouro and Hamish Rickman at
Manning Gottlieb OMD
Creative: Rainey Kelly Campbell Roalfe/Y&R
Brief: Raise awareness of Virgin Atlantic's 18th birthday to a targeted

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1 Job description: Digital marketing executive

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).