Zinc loses its Virgin Atlantic new-media work to gluemedia

Gluemedia has bagged the new-media task for Virgin Atlantic -

taking the account from the incumbent, Zinc.

The company is also currently seeing pitches from three agencies for its

online media buying account.

The agency won the business after a five-way pitch conducted by Seema

Kotecha, the marketing and communications manager for Virgin


Although Zinc did not repitch, Kotecha insists that the agency was

considered alongside the others.

Kotecha said: "We were very impressed with all the agencies invited to

pitch - but gluemedia stood out as having not only an excellent

understanding of the Virgin Atlantic brand, but also an innovative


"Its online ad ideas fit perfectly with our above-the-line activity,

while giving the work a personality of its own."

The agency will create branding and promotional online ad campaigns

throughout the year and undertake the production of microsites and other

activity to support offline direct marketing.

"Virgin Atlantic is a great brand and we're very excited to be working

with it," Sebastian Royce, creative director of gluemedia, said.

"The offline advertising has helped to create a distinctive tone of

voice and strong brand personality, which we intend to nurture and

extend online," he added.

Gluemedia's first creative work for the client is due to be rolled out

in the next few weeks.

Zinc, the Havas-owned new-media agency, launched the second creative

phase of an online marketing initiative for Virgin Atlantic in June to

promote the airline's Toronto route. The agency created a banner-led

advertising campaign and a microsite for the brand.