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In late March this yr, Richard Branson’s adults-only cruise line Virgin Voyages wrapped up a brief assessment of its world 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 in every of 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 world media enterprise is value $65 million, in accordance with COMvergence knowledge.
‘Unexpected operational issues’
EssenceMediacom declined Adweek’s request to discuss this information, however in accordance with an business supply, the pairing fell aside after unexpected operational issues arose in the course of the transition.
The method kicked off in February.
Virgin Voyages meant to slim down its company roster and streamline its advertising and marketing operations throughout the globe, Isis Ruiz, the model’s chief development officer, advised Adweek.
“There was this want to mix all this enterprise beneath one holding firm or mother or father group,” Ruiz mentioned. WPP company VMLY&R works on artistic for the model, and so Ruiz was enthused when WPP-owned EssenceMediacom executed an ideal pitch. Transferring media to EssenceMediacom meant {that a} single holding firm would handle the model’s artistic and media operations.
Regardless of it profitable the assessment, EssenceMediacom by no means positioned media for the model. After simply 5 – 6 weeks of engagement operational points fizzled the partnership, in accordance with 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, known 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.