Rainey Kelly nets 15m Virgin Direct business

Virgin Direct has awarded its 15m ad account to Rainey Kelly Campbell Roalfe with a brief to produce a branding campaign for its portfolio of PEPs, pensions and life insurance products.

Rainey Kelly won the business after pitching against incumbent TBWA GGT Simons Palmer and the new branding campaign is expected to launch next spring. But TBWA retains the business for Virgin One bank.

The appointment of Rainey Kelly was overseen by Steve Taylor, brought in by chief executive of the Virgin Direct group Rowan Gormley to move Virgin Direct away from disparate product advertising and towards a more unified brand.

Taylor appointed Rainey Kelly to conduct a review of the brand in September, and later pitted the agency against TBWA in a strategic and creative pitch.

Taylor says: “This is the culmination of a brand project, I didn’t want a beauty parade. I was looking for a more integrated approach to the advertising, where the components fit together rather than disparate product advertising.” But he says that the 15m budget is a “projected figure”. This year, Virgin Direct has spent 11.5m on advertising and Virgin One has spent 1.6m (ACNielsen-MEAL).

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here