The airline has previously used different agencies in local markets, with RKCR/Y&R holding the UK account, but campaigns will now be created centrally and then localised.
GyroHSR has picked up Virgin Atlantic's global direct marketing account, while 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.
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