Commentary

Like A Virgin? You’ve Gotta Love This

Virgin Mobile has just tapped its third agency in a year, naming Durham, NC-based McKinney to handle its estimated $30 million account. Virgin, as you may recall, isn’t exactly one. It’s been burning through ad shops like its youth market cell phone users burn through their minutes. It dumped Fallon a year ago and replaced it with Mother. When the account was put into review a couple of months ago, Mother dropped out. Tip to Virgin’s next set of contenders: Truncate your agencies name to a single word. It seems to work: Fallon, Mother, McKinney? Meanwhile, it seems at least some portion of Virgin’s media account will remain with Media Head. Although McKinney is picking up media planning duties, a Virgin spokesperson says Media Head will remain a partner.
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