Virgin’s Group-wide rewards club Virgin Red has appointed Carat, a dentsu company, as its global media planning and buying agency – managing strategy, planning and investment in all media, after a competitive review process run by The Aperto Partnership.
Virgin Red is a rewards club where members can earn and spend Virgin Points on hundreds of different rewards from everyday treats to extraordinary experiences across the Virgin family and beyond. Members can also earn Virgin Points in a variety of ways, including on their everyday shopping, purchasing train tickets via Virgin Trains Ticketing or even switching their bank account.
A deep understanding of human behaviour and culture lays at the heart of Carat’s Designing For People approach which will accelerate growth for Virgin Red. Ensuring relevancy in the current economic context, Carat will deliver success for the rewards club through improved efficiency; increasing motivation by bringing membership to life in relevant moments; and innovating across the media ecosystem.
The new business was won through Carat’s UK team in Manchester.
Kelly Best, Managing Director Product, Customer Experience and Marketing at Virgin Red said: “We have exciting plans to grow Virgin Red globally and reward Virgin customers across the Virgin family. The strategic approach the team took during the pitch process demonstrated that Carat will be a great partner on that journey. We’re very excited to work with them.”
Clare Chapman, CEO of Carat UK said: “I’m so proud that Virgin Red has chosen to work with Carat across the UK, US and a number of European territories. We are excited to grow its brand through our collaborative, people-first approach and to partner with the team within the framework of a truly innovative commercial proposition. We can’t wait to get started