Staff Reporters
May 20, 2011

Virgin Money Australia sends creative offshore to Beattie McGuinness Bungay

SYDNEY - The high Australian dollar and a wound-up incumbent agency has led Virgin Money Australia to shift its US$3.7 million creative account to London-based Beattie McGuinness Bungay.

Virgin Money Australia sends creative offshore to Beattie McGuinness Bungay

Virgin Money previously used Sydney boutique agency Happy Soldiers, which announced its planned closure last month. After a short review, the Australian brand has chosen the agency of its UK parent.

A spokesman for Virgin Money Australia told media the two accounts would be kept separate and advertising for the local brand would need to remain “Australianised”. The move is being made on a trial basis with a close eye being kept on the logistics.

Cost pressures were cited as one factor in the decision to send the work overseas, with the rising Australian dollar able to buy more creative and support in the UK.

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