Virgin Mobile calls creative, PR and social pitch, as it emerges the telco’s media is also in play

Virgin MobileMajor telco Virgin Mobile is pitching its creative, public relations and social accounts, Mumbrella can reveal.

The creative pitch is understood to have come up at the same time that it emerges Virgin Mobile media’s is also in play with parent company Singtel having decided to roll the $10m media account in with the existing $50m Optus pitch.

Starcom is the incumbent media agency on both telcos while Havas, One Green Bean, Dynamix and Future Buro are all creative roster for Virgin Mobile.

“We are in the initial stages of pitching of creative, PR and social,” said Nicole Bardsley, director of Virgin Mobile brand and communications. 

“We are currently drawing up a shortlist of agencies and we will be inviting all of current agencies to be part of that pitch.”

Havas Worldwide Sydney and One Green Bean were behind Virgin Mobile’s “Fair Go Bro” campaign featuring Brad Pitt’s brother Doug.

More recently One Green Bean and Havas created Virgin Mobile’s ‘Game of Phones’ campaign and One Green Bean is responsible for the telco’s #mealforameal social initiative.

The combined media pitch is understood to be have been happening for a few weeks and would likely benefit Havas Media, due to it sister agencies having worked on the creative business. Havas Media is thought to be on Optus shortlist along with incumbent Starcom and UM.

“The media pitch is being run as part of the Optus pitch but the Virgin Mobile requirements within it are essentially a separate part of the business,” said Bardsley.

Optus logoEarlier this week, Mumbrella revealed that the shortlist for Optus’s pitch includes some surprise contenders such as branded content creators Emotive and digitally-centred creative agency AKQA, which has not yet launched in Australia but could  use the account as a foundation client.

Other agencies on the Optus creative shortlist are incumbent M&C Saatchi and Ogilvy, which holds the Optus business account and works with Optus’ parent company Singtel in Asia for a spot on the main roster along with independent agency The Works is up against a number of other smaller digital agencies.

The Optus creative shortlist is understood to be different from the list being developed for Virgin Mobile.

Nielsen puts the main media spend of Virgin Mobile at $8.8m in the last 12 months.

Nic Christensen 


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