Virgin is putting in place a team of marketers and has briefed an
ad agency for the launch of its mobile phone company, Virgin Mobile.
The joint venture between Virgin and One 2 One will be headed by
managing director Tom Alexander, formerly commercial development
director at BT Cellnet.
One 2 One will supply the network while Virgin will handle marketing,
which is currently overseen by Joe Steele, who worked with Alexander at
BT Cellnet. Other recruits from the Virgin Group are to be announced
Rainey Kelly Campbell Roalfe has been briefed to handle the launch. The
agency already works on Virgin Cola, Virgin Trains, Virgin Atlantic and
Virgin Mobile, which will sell phones direct from a call centre to
undercut high street prices, is expected to be backed by a significant
Virgin owner Richard Branson also intends to develop an e-commerce phone
through which consumers can order other Virgin products and services.