Independent agency Connected Media has been appointed as the lead media agency for Virgin Active in Australia, after a four-way competitive pitch.
The agency will oversee media strategy, planning, buying, optimisation and reporting across all digital and above-the-line channels.
The win continues a strong run of new business for Connected Media, which has recently secured accounts across health, fitness, technology and consumer goods.
Supporting growth for Virgin Active’s next phase
Virgin Active launched in Australia in 2008 and now operates eight clubs in Sydney and one in Melbourne.
Its newest location, a 2,500 square metre social wellness club in Bondi Westfield, is the first of its kind in the brand’s global network.
The flagship site brings together fitness, recovery, nutrition and social experiences, offering a gym floor, Reformer Pilates Tower, Lift Club, hydrotherapy spa, cold plunge, infrared and traditional saunas, recovery zones, co-working spaces and the Ü Health Food Café.
Connected Media will be responsible for driving sustained membership growth through a focus on lead generation and brand building. The agency will aim to increase both the volume and quality of leads, while strengthening the brand’s presence in key markets.
How Connected Media secured the account
During the pitch process, Connected Media presented a detailed account and market analysis that identified key gaps and opportunities across Virgin Active’s media approach.
This included finding audience overlap and media wastage, identifying messaging gaps and highlighting opportunities to personalise user experiences. The agency also emphasised its capabilities in intelligent reporting, including AI-driven traffic insights.
Michelle Rolston, head of marketing, Virgin Active Australia, said, “Connected Media’s strategic approach was closely aligned to our own, demonstrating a clear understanding of our goals and target audience.
They challenged us and brought fresh perspectives, backed by strong modelling methodology. We look forward to working with the team to accelerate Virgin Active’s market presence and communicating the benefits of our state-of-the-art social wellness clubs.”
Laura Hamod Barnes
Connected Media continues growth momentum
Laura Hamod Barnes, founder and CEO, Connected Media, said: “We’re thrilled to be partnering with Virgin Active, especially through a referral from someone who has seen first-hand how we work. Much of our growth has come this way, and we take pride in the consistency of our pitch success. Virgin Active is an incredibly strong brand and we can’t wait to bring the expertise of our Connected Media team to their business.”
The Virgin Active win follows the agency’s recent appointment by tonies, the global interactive audio brand for children, across Australia and New Zealand.
Connected Media is also a finalist in this year’s Google Excellence Awards and works with clients including Sanitarium, Australian Institute of Management, Canon Australia, Skinstitut, SMAI, Luxaflex, Octet and Trend Micro.