Attik snags Virgin Singapore account

<p>SINGAPORE: Virgin Mobile has shunned traditional advertising agencies in </p><p>Singapore, picking Sydney hot shop Attik as its lead creative agency, </p><p>while Tequila in Singapore will handle its customer relationship </p><p>marketing. </p><p><BR><BR> </p><p>Both had been appointed without a formal pitch to work on Virgin's </p><p>launch campaign starting around July. Virgin executives were impressed </p><p>with Attik's work for Nike Australia and Jonny Lang, Virgin regional </p><p>brand director, is familiar with the agency's UK work. Unlike </p><p>traditional ad agencies, Attik looks beyond television, using </p><p>alternative mediums, said Lang, previously customer experience director </p><p>for UK portal Virgin.com. </p><p><BR><BR> </p><p>Tequila has been appointed to create direct response press ads. Its </p><p>managing director, Philip Brett, said working for Virgin will "allow for </p><p>a lot of freedom and creativity in a category that had until now been </p><p>fairly dull". Lang added: "We want to properly manage our customer </p><p>relationships and not just be a monthly bill." </p><p><BR><BR> </p><p>Virgin Mobile faces stiff competition from established players, SingTel, </p><p>M1 and StarHub, but Lang argues it will succeed. "We're not a </p><p>traditional telecommunications company, we're a lifestyle brand so we </p><p>can be different - we can do things that others can't because they don't </p><p>have the credibility we have," said Lang. </p><p><BR><BR> </p>