The agency won the business following a pitch against the incumbents Rainey Kelly Campbell Roalfe/Y&R, which pitched with Wunderman, and Rapier.
Virgin Media called a review of its business in February, as part of a renewed effort to evaluate the benefits of integrating its approach across advertising, direct marketing and digital.
The process was handled by ISBA.
Media planning, which is handled by Goodstuff Communications, and media buying, which is handled by Manning Gottlieb OMD, is unaffected by the appointment.
In 2009 Virgin Media spent £71m on the business: £37m on above-the-line advertising, £28m on direct mail and door drops and £6m on digital.
However, earlier this week the company announced that it was to increase its marketing spend by as much as 30% this year, in a bid to promote its high-definition and high-speed broadband services.
Virgin Media consolidated all of its above-the-line advertising spend into RKCR/Y&R in December 2008.
Rapier has handled the brand's direct marketing work since 2006, while Spike was appointed to work on the digital account in April last year.
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