In late March this yr, Richard Branson’s adults-only cruise line Virgin Voyages wrapped up a brief assessment of its international media enterprise and chosen GroupM’s EssenceMediacom to handle the account.
However the cruise line reversed course earlier than transitioning its enterprise. It opted to stay with one among its incumbent company networks, Omnicom Media Group (OMG). Now, the group’s technology-oriented media company Hearts & Science providers the enterprise.
Earlier than Hearts & Science took on the account, it managed the model’s media within the U.Ok. Virgin Voyages additionally labored in some markets with OMG’s efficiency company, Decision Media. The now-consolidated international media enterprise is value $65 million, in response to COMvergence information.
‘Unexpected operational considerations’
EssenceMediacom declined Adweek’s request to talk about this information, however in response to an trade supply, the pairing fell aside after unexpected operational considerations arose in the course of the transition.
The method kicked off in February.
Virgin Voyages supposed to slim down its company roster and streamline its advertising and marketing operations throughout the globe, Isis Ruiz, the model’s chief development officer, instructed Adweek.
“There was this want to mix all this enterprise underneath one holding firm or dad or mum group,” Ruiz mentioned. WPP company VMLY&R works on artistic for the model, and so Ruiz was enthused when WPP-owned EssenceMediacom executed a fantastic pitch. Shifting media to EssenceMediacom meant {that a} single holding firm would handle the model’s artistic and media operations.
Regardless of it successful the assessment, EssenceMediacom by no means positioned media for the model. After simply 5 – 6 weeks of engagement operational points fizzled the partnership, in response to Ruiz. Virgin Voyages and EssenceMediacom each declined to touch upon what these points have been.
The model on-boarded Hearts & Science between April and June, formalizing the AOR relationship by July 1.
A world consolidation
Hearts & Science will handle conventional and digital media technique, planning and shopping for for the model throughout all markets, specifically, the U.S., U.Ok. and Australia. The company created a bespoke unit, referred to as workforce Voyage, to service the model. The Hearts & Science-led unit additionally faucets into expertise and instruments from Omnicom Media Group, one thing that attracted the model.
