Virgin Atlantic appoints Rainey Kelly Campbell Roalfe / Y&R

Virgin Atlantic has appointed Rainey Kelly Campbell Roalfe/Y&R to handle its £40-million global ad account. The company wants to create a consistent global brand. The main reason for the consolidation is to have a centralised agency and have a uniform voice across the world throughout the brand communications. The mandate has been passed from the UK office of the airline.

In India, the brand will be handled by Y&R affiliate, Everest, and serviced from its Delhi wing. The airline has previously used different agencies in local markets.

The incumbent UK media agency OMD will now handle global media planning and buying. "We have conducted a thorough review of our global advertising needs and concluded that RKCR / Y&R and its affiliates will continue to help build our global brand consistency," said Virgin Atlantic sales and marketing director, Paul Dickinson.

"We have been very well supported by local agencies around the world for some years but believe the time is right to focus our strategy as we plan for a new phase of growth."

RKCR / Y&R created Virgin Atlantic's 25th birthday campaign, which rolled out earlier this year.

The Omnicom Group's OMD will handle the traditional and digital global media businesses in India as well as the world. Gyro:HSR has been appointed to handle Virgin Atlantic's below-the-line work on a global basis.

The Indian incumbent for the creative duties is Ogilvy India, while the media was being handled by GroupM's Motivator.

In the UK, RKCR Y&R has worked on the Virgin Atlantic account for almost 15 years now and won a string of awards for its work with the airline. It recently released a TV ad for the brand, called Love at First Flight, which celebrated the airline's 25th anniversary.