Rainey Kelly to join battle with TBWA for Virgin Direct’s #15m

Virgin Direct has asked TBWA GGT Simons Palmer to line up against Rainey Kelly Campbell Roalfe in a head-to-head pitch for its #15 million business.

Virgin Direct has asked TBWA GGT Simons Palmer to line up against

Rainey Kelly Campbell Roalfe in a head-to-head pitch for its #15 million

business.



The news comes as a blow to TBWA. It thought it had held on to Virgin

Direct following a review in July - which was called after TBWA, the

incumbent, won the conflicting #50 million NatWest account in June.



CDP and Rainey Kelly were both involved in the initial review. At the

time, Steve Taylor, the brand manager at Virgin Direct, described the

decision to stick with TBWA as a ’passive’ one.



As a result of that review, Rainey Kelly won a strategic branding

project from Virgin Direct. The agency was expected to create the

strategy for a new brand campaign, planned for January 1999, but it now

has a chance of creating the entire campaign covering Virgin Direct’s

PEPs, life insurance and pensions.



Virgin Direct is hoping to be seen as a more serious, grown-up player in

the financial services market.



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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).