The telecoms giant is shifting more money to brand marketing as it looks to “get its Virgin-ness” back and attract more customers to its services.

Virgin Media is moving of its advertising budget into long-term, brand marketing as it looks to become the most recommended brand and take on the might of Sky and BT in the telecoms sector.

Speaking to Marketing Week, brand and marketing director Cilesta Van Doorn admits Virgin Media’s investment had been weighted in favour of sales rather than brand building. However, she now wants the focus on the brand,

“We have been a little bit out of balance over the last two years; it was way more DR-TV, sales, trade-focused work. Now we would love to let the brand trade harder. That means, if you have the brand trade harder, you will talk about different things and [find] different ways to go about it,” she explains.

This strategy was prompted by a “new north star” for Virgin Media – a goal to become the most recommended brand among both its staff and customers. That means NPS (Net Promoter Score) is a key metric for Van Doorn and the business, although she admits the company is not currently where it needs to be.

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