• Advertising Age, Wednesday, September 2, 2009 10:53 PM

As part of a global consolidation of its marketing and media accounts, Virgin Atlantic airlines has awarded its $30 million-plus traditional and digital global media business to OMD. The agency obtained the business without a formal review from Mediaedge:cia, which ran media for the airline in the U.S. The U.S. portion of the media business is estimated to be worth $5 millon to $10 million.

OMD previously held the media account in the U.K., Virgin's biggest market. Insiders say the account will be run out of OMD's London and New York offices. Paul Dickinson, marketing director at Virgin Atlantic, said the consolidation was done to develop better brand consistency around the globe.

Last week, OMD was awarded telecom giant Vodafone's $1 billion global media-buying account in 19 regions, including Germany, Italy and Spain -- where OMD previously held the business -- as well as regions in which the agency didn't manage the business, such as the U.K., Australia and India.

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