Virgin Australia CMO Inese Kingsmill reveals how agencies can win the airline’s account
Customer experience is at the core of Virgin Australia’s new creative brief to prospective ad agencies, Inese Kingsmill, the brand’s chief marketing officer has revealed.
Kingsmill: “We want to be famous for creating the world’s most rewarding travel experiences”
Speaking at Mumbrella’s Travel Marketing Summit, Kingsmill, who joined Virgin Australia in November last year, said in order to achieve the brand’s new vision – becoming “famous for creating the world’s most rewarding travel experiences” – ad agencies will need to put customer experience at the centre.
Great to hear. Agencies always like to work on brands and campaigns were the marketing objectives and customer experience matters most.
So, can I take it that if an agency pitched the best talent and ideas, but were the 3rd best in terms of costs (but for arguments sake, in the same ballpark).. you and your procurement team would be happy to appoint the 3rd cheapest agency?
I’ve seen many a CMO say such things, but in the end, procurement control the decision and it ends up being about price.
Sounds likes their agency brief is
Do what Air NZ do