After four months and a seven-way pitch, Virgin Atlantic has appointed PHD to handle its media account, including paid search campaigns around the world.

PHD will also be handling planning and buying across on and offline channels for the UK with immediate effect.

The final negotiation round saw Arena withdrawn from the process, despite a strong strategic proposal, due to a conflict issue at the holding group level.

“PHD is a highly capable and innovative agency that clearly understands our brand and demonstrated really strong strategic and connection planning capability,” said Virgin Atlantic Airways senior vice president of marketing and customer experience Reuben Arnold. “We are excited about welcoming them on board as an important partner that will play a key role in helping us achieve our ambitious marketing vision.”

PHD UK managing director Verica Djurdjevic felt that Virgin Atlantic was a great fit for the agency’s culture.

“For the team at PHD, this win offers an opportunity to work on a brand so many of us have been personal advocates of for many years,” she added. “We look forward to playing our part in its ambitious plans and future business success.”