Ahead of its plans to venture into Asia, the Virgin Active Group has appointed Saatchi & Saatchi, Waggener Edstrom and iNEO for its creative, public relations and social media duties respectively.
Marketing understands that the agencies have been appointed to support the group during its launch period, which is for a period of four months.
Paul Roebuck from Saatchi & Saatchi confirmed Saatchi & Saatchi’s appointment for creatives, saying that as the company expands into Asia, the agency’s remit will also grow with the brand.
“In the markets that Virgin Active operate around the world, they have established themselves as a health club that’s different from all the rest. They are a lifestyle brand that helps their members be active, but they aren’t uptight or serious like the rest,” Roebuck added.
Waggener Edstrom (WE) and iNEO have declined to comment.
Marketing understands that WE will handle communications duties along with liaising with the media. It will also be handling the on ground activation duties for the brand.
iNEO will be handling the social media component, namely Facebook and generating publicity for the on ground events.
Last year, the company announced that it acquired several clubs in Australia and was using it as a springboard into Southeast Asia. Matthew Bucknall, chief executive of Virgin Active said that Singapore would be the first market to host the clubs in SEA and this could be followed by Thailand and Malaysia.
Virgin Active is currently present in several markets in Europe, South Africa and Australia.