Virgin Mobile is about to embark on a large-scale direct marketing programme run by agency Liquid. The agency has been retained as the only below-the-line partner for 2001 following successful projects in 2000.
Lucy Atabey, direct marketing and promotions manager at Virgin Mobile said: 'Liquid is a new company that is very hands-on, down to earth and transparent. And it also doesn't do the typical agency-schmoozing.'
According to Olly Raeburn, joint managing partner at Liquid, a major below the line campaign will be unveiled in mid-February. Atabey added that Virgin Mobile plans to start some CRM activity later on in the year but this will probably be handled in-house initially. She also confirmed that the company is currently planning email and text-message campaigns.
Raeburn left agency 141, where he was client services director, to set up Liquid in October 1999. He was joined by ex-managing director of 141, Andy Annett, who is now also a managing partner at the agency.
_1.jpg)
.jpg)
