SYDNEY: Virgin Blue is to review its $50m creative account and has shortlisted six agencies to pitch for the business.
The six ad agencies on the shortlist are believed to include SapientNitro, Droga5, Clemenger Group, DDB and Photon Group's BMF and BWM.
Sydney agency Three Drunk Monkeys, which had created ads for Virgin Blue's V Australia brand, will not pitch for the account. Media planning and buying, handled by Mitchell & Partners, is said to be unaffected by the review.
It is understood the six agencies will present their ideas to the airline's new CEO, John Borghetti, over the next month. Borghetti will be accompanied by commercial director, Liz Savage, marketing director, Michelle Lee, and head of public affairs, Danielle Keighhery.
Agencies have been briefed to help the troubled airline broaden its customer base to include business travellers. A decision is expected in August.
Virgin Blue issued a profit warning late last month, with profit guidance reduced to between $20 million and $40 million, from an earlier forecast of $80 million to $100 million. The airline blamed the fall on increased competition and less demand from holiday travellers.
A Virgin Blue spokesman confirmed the creative review.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.