The brief is to position Virgin Net squarely as an ISP and dispel confusion consumers have of it as an e-commerce destination for the group, which is the function of Virgin.com. Marketing director Peter Tuomey said its tagline 'Make the most of your free time' was likely to be axed.
As well as brand positioning, Albion will develop direct marketing, point-of-sale material and its first above-the-line consumer ads for more than a year. It will focus particularly on recruiting broadband customers.
Virgin Net claims to be the only broadband provider not to lock subscribers into a 12-month contract.
Mother launched the Virgin Net brand four years ago. It most recently used agency Archibald Ingall Stretton. The ISP is a joint venture between Virgin Group and NTL.
Since launching last autumn, Albion has won accounts for Innocent Drinks, The National Gallery and What On Earth Organic Pizzas.
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