Swirl’s Virgin Territory

Swirl recorded another account win last week, picking up the estimated $3 million creative account of Virgin Megastores, Los Angeles. The six-month-old agency will create an integrated TV, print and radio campaign promoting the retail music chain’s U.S. stores.
“We are incredibly excited to be affiliated with a brand as powerful and vibrant as Virgin,” said Eric Roos, agency partner and director of account services.
Swirl entered the review late last month, recommended to Virgin executives by industry associates. Sources said other “boutique” agencies were also called late in the game, although the company had been looking at bigger agencies for months.
WongDoody in Santa Monica, Calif., was among the agencies initially contacted, according to sources.
Foote, Cone & Belding, San Francisco, which was also vying for the business, dropped out after learning that client Amazon.com was planning to sell music online. The incumbent, Los Angeles-based Brains, declined to participate in the review.
Swirl’s first TV work for Virgin Megastores will break next month. According to Roos, the three 30-second spots will target consumers “ages 15-34, who live in urban centers and have eclectic musical tastes.”
The shop is developing a new tagline for the client and will help support the launch of new stores in Miami, Chicago, Denver, New York and New Orleans this year, Roos said. –with Teresa Buyikian