Virgin to bring in Rainey Kelly for launch of mobile

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.

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

shortly.



Rainey Kelly Campbell Roalfe has been briefed to handle the launch. The

agency already works on Virgin Cola, Virgin Trains, Virgin Atlantic and

Virgin Direct.



Virgin Mobile, which will sell phones direct from a call centre to

undercut high street prices, is expected to be backed by a significant

marketing budget.



Virgin owner Richard Branson also intends to develop an e-commerce phone

through which consumers can order other Virgin products and services.