Virgin.net has taken on the start-up advertising agency to develop new brand positioning for the fifth-largest ISP in the UK, and create a new advertising push.
AOL UK recently hired Wolff Olins while rival ISP Freeserve took on Landor, as both review their marketing strategies and branding. Previous marketing efforts have traditionally been persuading people to sign up to the internet, but now the market is more mature, ISPs are promoting their broadband services and moving into more sophisticated brand positioning.
Albion's brief includes direct marketing, point of sale and an advertising campaign later in the year.
Peter Tuomey, sales and marketing director of Virgin.net, said of Albion's appointment: "We have a tradition of working with new, young creative agencies that add a fresh perspective. Albion fits this bill and they will work with us to establish a clearer Virgin.net positioning in the current ISP market."
Albion launched late last year and has worked for clients including the National Gallery; Innocent Drinks and the food brand What On Earth Organic Pizzas.
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