Virgin Atlantic looks for new agency to help it fly higher in the US
Virgin Atlantic is looking for a new creative agency to provide on-the-ground support in the North American market.
The account will be leaving Y&R New York. Virgin Atlantic had a 20-year relationship with RKCR/Y&R in London but in August, RKCR/Y&R lost the global advertising account to Adam & Eve/DDB, which remains the lead global creative agency.
Y&R in New York said in a statement. "We have enjoyed a rewarding relationship that has resulted in Cannes Lion-award winning work, and we wish the Virgin Atlantic team the best in all their future endeavors. We will not be participating in the agency review."
Virgin Atlantic has asked agency intelligence provider Creativebrief.com to find a partner to help the brand stand out in one of the airline industry's most competitive markets, according to AdAge.
North America is Virgin Atlantic's second biggest market after the UK. The airline flies to more than 50 destinations in the region.
Richard Branson's Virgin Group has 51 per cent of the airline and 49 per cent is owned by Delta Airlines.
Simon Bradley, Virgin Atlantic's vice president of marketing, North America, said in a statement: "Y&R [New York] have done a tremendous job over the last five years, helping to launch some iconic creative campaigns in the US. and Canada.
“With the appointment of Adam & Eve/DDB as our global agency, we felt the time was right to review our creative support in North America and ensure we have the most appropriate resource in place to match our future ambitions."
With a US. budget of $10m to $15m, Virgin is said to be looking for "a creative hotshop to focus on digital, social and experiential marketing".
The winning agency will create mostly its own work, but will also adapt some of Adam & Eve/DDB's work for the North American market.
One of RKCR/Y&R's final ads for the airline showed babies with superhuman skills growing up to be Virgin Atlantic employees.