Airline brand Virgin Atlantic is to undertake a global review in a bid to withdraw from its current dependency on advertising.
Briefs for the review were issued earlier this week, with Virgin aiming to modernise its direct communications.
Virgin’s Reuben Arnold anticipates that three agencies will pitch for the business, although “no hard and fast number” has been decided.
He added that “strong digital capability” was essential for the successful agency.
“Procurement will play a very active role, both to ensure we select the best fit against our criteria and also to ensure we get the best value for our business,” he said.
Rainey Kelly Campbell Roalfe/Y&R has been confirmed as amongst those pitching for the business.