EXCLUSIVE: Virgin Mobile’s CMO David Scribner has been handed the post of managing director of the telco, amid an overhaul of the marketing function.
The mobile operator enjoyed one of its most successful ever campaigns last year, using Brad Pitt’s brother Doug in its acclaimed ‘Fair Go Bro’ campaign, heroing the unheard of sibling giving him a taste of celebrity life.
Scribner replaces Sue Bailey at the helm of the company, with marketing functions to be split across a range of senior positions.
He told B&T the company will be “focusing on the customer” following remarkable growth on the back of the Doug Pitt campaign.
“We don’t have a CMO per se, but we have a variety of very senior people dealing with the various elements of marketing,” he added.
“We really want to move to really being truly customer centric and invest in improving customer retention. We had a really strong year last year and we really grew our customer base.
“What we’ve done is to reflect that. We’ve got people looking after the Virgin experience which is the complete end-to-end customer experience, someone looking after the brand and communications, and then someone looking after our proposition, and between them they will support the marketing function.”
He said there were no plans to change the roster of agencies which sees Havas in creative, Starcom Mediavest in media and One Green Bean in the PR role.
There are also plans for a new campaign later in the year, although he would not divulge details of what was in store.
In a profile of Scribner in B&T last year he said the brand was looking towards a more grown-up approach, as it seeks to break the monopoly of the big three, Telstra, Optus and Vodafone.