BOSTON Virgin Life Care, a newly formed fitness and wellness offshoot of Virgin, has tapped MDC Partners-backed Cliff Freeman and Partners to help launch the brand in the first quarter of 2006, sources said.
The Wellesley, Mass.-based client has not finalized a budget, but has said interactive efforts would be front and center in the upcoming campaign. (In 2004, Virgin spent about $30 million on ads for all of its brands in the U.S., per TNS Media Intelligence.)
Virgin describes the new company, formed in partnership with medical benefits company Humana, as a "Virgin-branded and Humana-administered individual health insurance product tied to Virgin's health and fitness reward programs."
Cliff Freeman in New York prevailed over a field of undisclosed shops in a recently completed review. The other contenders were likely based in New England and New York.
Client and agency officials could not immediately be reached for comment.
The client is expected to also soon award public relations and direct marketing chores.