Virgin Direct is considering the creation of a top marketing role
to co-ordinate advertising and media support both for its PEPS and
pensions division and its Virgin One bank account.
Until now, PEPs and pensions have been marketed and run separately from
Virgin One, but the move suggests greater advertising co-ordination.
The change in strategy means the company has suspended its search for a
specific marketing director to drive its PEPs and pensions division.
It has been seeking a replacement for Andrew Inwood since his
resignation last December after three months in the job.
Gordon Maw, marketing manager of the PEPs and pensions operation, said
it makes economic sense for the company to create a single role to
oversee both operations.
He said the appointment would create economies of scales on media
planning and buying. At present, there is too much overlap of activity,
with ads for different Virgin products appearing at the same time or too
close to each other.
The new person will report directly to Rowan Gormley, Virgin Direct
chief executive.
However, PEPs and pensions and Virgin One will retain distinct teams
behind the different operations.
Jo Barnett is the current marketing director on Virgin One. She was
promoted from marketing manager in October last year.
Steve Taylor, former group brand director, was acting as marketing
director on the PEPs and pensions side following Inwood’s departure.
Taylor left a month ago to set up a consultancy, but still does
freelance branding work for the company.
Dave Lamont is acting marketing director for the PEPs and pensions
business.
Jayne-Anne Gadhia is managing director for the Virgin One account and
Simon Clegg is managing director for the PEPS and pensions business.
Rainey Kelly Campbell Roalfe currently handles the pounds 10m account
for the PEPs, pensions and life assurance division.
TBWA GGT Simons Palmer has the pounds 5m Virgin One business, while
Manning Gottlieb Media handles media planning and buying for both Virgin
operations.
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