Hypernaked scoops Virgin Atlantic

Virgin Atlantic has handed its global digital and consumer eCRM account to Hypernaked in the UK and Naked in the US, spanning 13 international markets and the Flying Club loyalty scheme.
The sister agencies picked up the business after a four-way pitch against Being/TBWA, Engine and a final head-to-head against Rapp.
The company previously used a number of agencies across the account. Gyro worked on the direct marketing for over six years, while Hypernaked handled trade marketing and Rapp ran the data strategy. The pitch was overseen by Creativebrief.
Hypernaked’s brief will now be expanded to include digital content creation, direct marketing and social media for the whole account. The business will be led by Hypernaked in the UK. In the US, and Naked in the US.
Virgin Atlantic global strategic marketing communications manager Michelle Robinson said: “Hypernaked showed great innovation and creativity in their approach, filling me with confidence that they are the right partner to move our communication strategy forward into an exciting next phase.”
Hypernaked chief executive Ian Clark added: “Virgin Atlantic has a reputation as a challenger in both culture and approach. Its maverick nature and desire to drive the brand to try new and innovative marketing techniques, mirrors our thinking at Hypernaked.
“In modern communications, CRM is not longer a one-way conversation with the customer, but an immersive on-going dialogue involving social and digital channels. We are particularly well placed to deliver this for Virgin.”