The media company said its relationship with Rapier, which currently handles direct marketing activity for Virgin Media, would not be affected. However, digital agency sources said the appointment of another agency to its digital account would come as a blow to Rapier.
Just last month Virgin Media consolidated its £40m above-the-line business into Rainey Kelly Campbell Roalfe/Y&R. Rapier created the TV ads for Virgin's ad campaign for 50Mb broadband, but Rainey Kelly has been behind the animated ads featuring Kelly Osbourne, Mick Hucknall and Spice Girl Melanie B.
Virgin Media confirmed it was talking to several digital agencies about how it could work with them to expand its digital marketing activities. It has worked with agencies on a project basis, such as Start Creative on its 50Mb broadband activity.
A Virgin Media spokesperson said: ‘We're working on a number of exciting digital initiatives for 2009, including campaigns in support of the V Festival and Virgin Media Shorts. As we continue to drive our digital strategy forward, we are talking to a range of agencies to understand how they can best support us throughout 2009 and beyond.'
The consolidation followed an internal review led by Ashley Stockwell, the recently appointed managing director of brand and marketing.
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