Beginning in the latter half of the year, the review will determine whether the airline will continue with its existing country-by-country ad strategy or consolidate its business into a single global network.
If it decides on the latter, the company plans to hold a pitch for the global business. The airline currently uses local ad agencies in its ten biggest markets, including Rainey Kelly Campbell Roalfe/Y&R in the UK. Paul Dickinson, the sales and marketing director at Virgin Atlantic, said: "We know there are upsides and downsides to both alternatives, and this strategic review will highlight which option is best for us.
"Every company needs to make sure it has the best growth strategies. The internal review is good corporate governance."
He continued: "It's not an agency review, and we will continue to work with RKCR/Y&R in the London market."