Virgin Money has appointed Aussie independent marketing agency Edge as its agency of record across content and social.

As part of its winning pitch, Edge developed a new creative platform, which will be delivered primarily via content across digital channels throughout the coming year.

The paid media amplification of content will be handled by Edge’s performance media team.

BOQ Retail Bank and Virgin Money chief marketing officer Danielle Williams said of the appointment: “We were hugely impressed with the Edge team, from their strategic thinking to big creative ideas that can flex beyond content.

“We’re passionate about helping our customers achieve bigger possibilities and providing real value through their interactions with us.

“Edge’s understanding of our brand and customers and the individual and cultural factors that influence their financial lives really set them apart.

“They’re a great team and we’re super excited to work with them”.

Edge executive planning director Richard Parker added: “There’s never been a time when the financial services industry has been more open to disruption by a challenger brand.

“The landscape is changing rapidly, with customers increasingly looking for their financial institutions to provide value beyond products and services — whilst being more informed and connected than at any time in history.

“Against this backdrop, we’re excited to help Virgin Money unleash the power of its iconic global brand status here in Australia to deliver truly valuable content and communications for customers”.

Virgin Money is the latest addition to Edge’s portfolio, following new business wins that include Wattyl, Jaycar, Gloria Jeans and NGS Super.