Wunderman Thompson wins Virgin Red expansion brief

Virgin Group rewards scheme Virgin Red has appointed Wunderman Thompson to handle its marketing account, including CRM, creative and strategy for the brand across the UK, as well as launching in the US in early 2024.

Wunderman Thompson triumphed in a competitive pitch, handled by intermediary the Aperto Partnership, which also ran last year’s media review which was won by Carat in October.

First launched in 2015 and relaunched in 2018 and 2020, Virgin Red works alongside the Virgin Atlantic Flying Club and now covers all UK Virgin branded companies, including Virgin Media, Virgin Mobile, Virgin Active, Virgin Holidays, Virgin Hotels, Virgin Experience Days, Virgin Balloon flights, Virgin Vouchers, and Virgin Money and also includes non-Virgin companies as well.

Virgin Red has ambitions to become the world’s most valued rewards programme, and plans to launch in one to two new markets each year. Members earn points which can be redeemed for rewards, ranging from ‘everyday treats’, such as cinema tickets or coffee, to “once-in-a-lifetime” experiences.

Wunderman Thompson will be responsible for delivering marketing campaigns that encourage sign-up and engagement with Virgin Red, while strengthening the Virgin portfolio.

Scope will include developing a new brand idea and integrated activation launch, a flagship creative campaign as well as always-on paid performance executions, and a refreshed CRM strategy.

In 2021, Virgin Red appointed brand engagement specialists Glow London and creative agency Truant London to handle the roll-out of the programme, following a four-way competitive pitch. It is not known whether they will continue to work on the account.

Virgin Red managing director of product, marketing and customer experience Kelly Best said: “We were seeking an agency that could combine strategic thinking, outstanding creativity, and practical CRM skills to help accelerate our growth.

“The team at Wunderman Thompson applied their strategic expertise to our brand and impressed us with the creativity of their execution. They listened carefully throughout the process, stimulated our ideas and – most importantly – worked collaboratively with us to get to a winning outcome. We are looking forward to working with them in 2023.”