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, isnâ€™t exactly one. Itâ€™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 Virginâ€™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 Virginâ€™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.