Rapier lands £50m ntl/Virgin launch task

Rapier has landed the lion's share of ntl:Telewest/Virgin Mobile's £50 million launch account at the expense of Rainey Kelly Campbell Roalfe/Y&R.

James Kydd, the managing director of marketing for Virgin X - the merged company's working title - awarded Rapier the brand TV brief and lead strategic planning for the launch. The agency will also handle all direct response activity. RKCR/Y&R will be responsible for press and outdoor work. Kydd's decision followed creative presentations from both agencies.

This is a blow for RKCR/Y&R, which has held the Virgin Mobile account since 1999. Its recent work shows Pamela Anderson publicising Virgin Mobile's real-time TV service.

Recently, RKCR/Y&R won BT's business-to-business account, which could present conflict issues in the future.

Rapier's chief executive, Jonathan Stead, said: "We're delighted to work for Virgin X alongside Rainey Kelly."

- Comment, page 44.

Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk, plus get exclusive discounts to Campaign events.

Become a member

What is Campaign AI?

Our new premium service offering bespoke monitoring reports for your company.

Find out more

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

Partner content