Virgin Megastores splits up marketing to refocus branding

Virgin Megastores is splitting its marketing department with the aim of creating a stronger focus on its brand.

Head of marketing Andy Kendrick will become head of brand marketing and design, reporting to the director of brand and business development, who has yet to be appointed. He previously reported to commercial director Steve Kincaid.

Megastores are planning to increase the media buying on brand campaigns four-fold, with a major TV and cinema push later this year, which Kendrick will oversee.

Kendrick’s job will include controlling the city centre store refits and design, and the roll out of the Virgin Space concept. Kendrick says that the aim is to reposition Megastores as an entertainment destination. He says: “No one is making use of the brands but Virgin can do that.”

Retail manager Kerry Lee is to head the retail marketing division and will report to Kincaid.

Virgin Megastores director Andy Randall says: “Increasing brand marketing within the business is crucial for Virgin to differentiate its brand.”

Lee’s role will be to build on relationships with suppliers and agencies.

To move away from the product-led executions of the past, Lee is looking at recruiting smaller design agencies to work with incumbent TBWA/London on advertising campaigns.

Other changes in the department include the creation of a business development manager, as yet unappointed and Ian Heath will become new media development manager.

In March, Virgin appointed media agency Manning Gottlieb Media to run the &£8.5m media planning and buying accounts for Megastores and Vshop.

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