• by Steve McClellan  @mp_mcclellan, January 14, 2015

Virgin Atlantic Airways has appointed Figliulo&Partners its North American creative agency of record after a review that focused heavily on digital and that began last September. 

The New York-based ad shop will be responsible for creating campaigns across all media that reflect the airline’s existing “Let It Fly” global initiative but designed to connect with frequent fliers and consumers in the North American marketplace. 

At the agency, the business will be led by Judith Carr-Rodriguez, founding partner and president, with Founder and CEO Mark Figliulo serving in a chief creative role. F&P’s first creative work for the account is expected to break by the end of March. 

“While we were highly impressed with all of the ideas presented to us during the review process, F&P really stood out with their exemplary strategic thinking,” said Simon Bradley, Vice President of Marketing, North America, Virgin Atlantic. “F&P is uniquely positioned in the industry, having big creative experience coupled with the entrepreneurial spirit of a boutique. We feel confident that their collaborative, agile, and data-driven approach is exactly what we need to drive our brand forward.”

F&P will begin working on the iconic British brand immediately alongside Virgin Atlantic’s existing U.S. agency partners, communications planning specialist Naked Communications and Omnicom media agency OMD, as well as lead global agency adam&eveDDB in the UK, also part of Omnicom. 

The airline, owned by business magnate Richard Branson, flies from 12 gateways in the US to London and other international destinations. 

The review was managed by consultant creativebrief.