Curious Oranj launches stand-alone ad agency with Virgin Radio win
Virgin on the ridiculous: CO2’s first work.
Glasgow’s Curious Oranj has launched a new advertising agency, called CO2, which has already picked up the advertising account for the roll-out of Virgin Radio’s local radio strategy, which kicks off in Wolverhampton in October.Although no managing director has yet been officially appointed at CO2, it is understood that one possible contender for the position could be a senior executive from the now defunct McCann-Erickson Scotland, either Will Atkinson or Steve Mills, though Steven Halpin, a director of Curious Oranj, would not be drawn on the identity of the person who will spearhead CO2.
CO2 has been in the planning for 18 months and Halpin agrees that the agency’s launch comes at an unusual time, as the ad industry in Scotland is suffering from the advertising downturn. However CO2 will join the ranks of this year’s other start-ups Family, Bond and TBWA\Edinburgh.
He said: “We believe there is a real opportunity in Scotland for an agency like CO2. We have seen it done successfully in London, with agencies like Mother demonstrating there is a place for small, dynamic agencies that provide a very different offering to that of the big corporate-style, straight advertising agencies.
CO2 beat Virgin’s London incumbent agency, 4I, for the business, along with The Leith Agency and The Clinic, also in London.
Curious Oranj developed the branding strategy for the new local Virgin stations, which start with a three-week RSL in Wolverhampton.
Halpin said: “Virgin Radio is exactly the type of business we are looking to target, brands and companies that are looking for something that little bit different. Of course we have the added advantage of being able to integrate advertising into our successful design business, which will be beneficial for our clients.”
CO2 will be based within the Glasgow city centre offices of Curious Oranj.