After parting ways with the Crispin Porter, BOSTON Virgin Atlantic Airways recapitulated its business strategy. The company selected Havas's McKinney for its creative and strategic chores.
MEC Interaction, a unit of WPP Group's Mediaedge.cia, was assigned communications planning and buying.
The airline re-examined its business in May. Crispin, a unit of MDC partners had worked on the Virgin account since 2003. The shop did not defend its claims.
The search for an agency to coordinate in the new strategic field was worked out by Elizabeth Zea of Gilbert & Company. The company had already selected a shortlist of competitive agencies for the accounts. The list of agencies was never made to public.
Companies these days spend huge amounts on searching. Recently, the Norwalk, Conn.-based client has exhausted about $ 5 million annually in domestic measured media, per TNS Media Intelligence.
Chris Rossi, Virgin Atlantic svp, North America, in a statement said, "From the start, McKinney showed their collaborative nature and proved they have both the strategic and creative teams that will help move forward the Virgin Atlantic brand". "Since our first flight, the airline has stood for service, innovation and value, characteristics that were displayed by the entire McKinney and MEC Interaction team, making this the clear choice".
"They are one of the top brands our employees most desired to work with over the past five, so this is an extra proud day for McKinney", agency president Jeff Jones, added. The agency is located in Durham, N.C.
