Virgin Australia reviews $8.9m media account

Josh McDonnell
By Josh McDonnell | 19 March 2019

Virgin Australia is reviewing its media planning and buying, AdNews can reveal.

Currently managed by Carat, the account worth, $8.9 million (according to Nielsen Ad intel, April 2018 - March 2019), encompasses the airline's assets, which flies both domestically and internationally out of Australia.

Virgin Australia confirmed the review to AdNews, stating that it "regularly reviewed its relationships with partners and suppliers".

Virgin Australia's executive team has also undergone a shake-up over the past 12-months, with the business appointing former NAB marketing exec Michael Nearhos as its marketing director.

Danielle Keighery is Virgin Australia's group executive, heading up brand, marketing, public affairs and customer insights, following the exit of former CMO Inese Kingsmill.

Most recently, Paul Scurrah took over as CEO and managing director, replacing John Borghetti who exited the business last month after five years at the helm.

Rumours had been circulating of a review since late 2017, when the business appointed DDB Sydney to its creative account.

AdNews understands Virgin Australia is set to launch a significant brand campaign in coming weeks, which is one of the first major pieces of work from DDB since its appointment.

This is a second major client of Carat's to review its media account in 2019, following the news that Asahi Beverages would consolidate its media buying across its entire portfolio.

This impacts both Carat, who's founding client is non-alcoholic client Schweppes, and Vizeum, which manages the alcoholic assets. AdNews understands Carat will be involved in both pitches.

Agencies unlikely to be involved with the pitch due to conflicts with other airlines include, GroupM's Wavemaker and Essence, which manage Jetstar and Tigerair, respectively, PHD which recently won Singapore Airlines, Havas Media, which has Emirates and OMD's recent global consolidation of Qantas.

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