Virgin Interactive is reviewing its creative account out of Banks
Hoggins O’Shea/FCB after increasing its planned adspend for the
forthcoming year and pooling its pounds 5 million media planning and
buying account into the WPP agency, Media Insight.
Virgin Interactive’s media was also previously handled by Banks Hoggins,
but Media Insight was the incumbent on the Interplay business, which
merged its European operations with Virgin Interactive in February.
Mayhew Harper McCrea Advertising was responsible for the creative
A Virgin spokesperson confirmed that creative work would now be focused
on as part of ’an overhaul of structure and agencies’.
The review will be a blow to Banks Hoggins, which won a Campaign silver
award only two months ago for an ad for Virgin’s Command & Conquer
Media Insight will work on advertising campaigns for games such as
Messiah, Earthworm Jim 3D and Dino Crisis.
Larry Sparks, Virgin Interactive’s vice-president of marketing for
Europe, said: ’This is the first of many announcements regarding
strategic partnerships which can be expected from Virgin in the near
future. Our aim is to reaffirm Virgin’s reputation for consistency and
excellence throughout the pivotal territories of Europe in a very short
space of time.’
Toby Jenner, media account director at Media Insight, said: ’This
endorses our relationship with a client who continually challenges,
allowing us to further broaden traditional media thinking.’ The agency
will take up the account next month.