The media company is currently holding chemistry meetings with agencies in a pitch co-ordinated by the intermediary Oystercatchers. DDB UK is repitching for the business.
Nigel Gilbert, who was appointed to the role of chief marketing officer at Virgin Media late last year, is overseeing the process alongside the executive director of brand and marketing, Jeff Dodds.
DDB UK won the Virgin Media advertising account as part of its capture of the £75 million integrated Virgin Media business after a pitch in May last year. The win, also including direct marketing, followed a pitch against the incumbents Rainey Kelly Campbell Roalfe/Y&R, alongside Wunderman, and Rapier.
The review is likely to bring an end to the integrated approach adopted by Virgin Media last year. Direct marketing is not included in the pitch, which will focus on above-the-line creative.
Rapp, which has worked alongside DDB UK on servicing the direct element of the business, is expected to continue to handle this part of the account.
DDB UK’s first brand-focused work for Virgin Media broke in February and included a spot called "our house", which featured lyrics from the Madness song of the same name.
The agency also created the company’s first advertising campaign for TiVo with three ten-second TV spots featuring the Hustle actor Marc Warren, which launched last month.