Virgin America Parts With Anomaly

Airline Plans to Move Some Ad Work In-House

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SAN FRANCISCO ( -- Virgin America, which launched this summer, has parted with its first agency of record, Anomaly.

Porter Gale, VP-marketing, said in an e-mail that the airline's contract with independent Anomaly ends Dec. 31. "At this time, we are not in review and are undecided to our 2008 approach to agency relationships. It's possible that we will move additional roles in-house," she said.

Teamed up in '04
Anomaly started working with Virgin America in 2004 and helped the airline through its launch, including work on brand and communications strategy, brand identity, public-relations initiatives and website development ranging from its brand site to ticketing websites.

Virgin spent $1.2 million in measured media during the first eight months of 2007, according to TNS Media Intelligence.

In a statement, Anomaly said the decision to part was "mutual" as a result of the airline's development of its own in-house marketing department that has narrowed the agency's "scope of work."

Ms. Porter said Virgin America will not have definitive marketing plans or budgets until its new CEO, C. David Cush, takes office in December.

"It is possible that we will reach out to individual shops or go into review, but our approach will not be confirmed until after our new CEO is onboard," Ms. Gale said.