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Mischief, the PR agency that had been brought in to handle a high profile re-launch of Virgin Radio in the UK, in the next few weeks has walked out of the project. According to reports in the PR Week, Mischief MD Mitchell Kaye says, “I took the decision to walk away from this opportunity because of a disagreement over strategic and creative direction.” An announcement on the new brand of Virgin is likely any time. The Virgin Radio brand will disappear at the end of September, as per the deal reached when the brand was acquired by TIML earlier this year. ‘It would have been much easier to stay and bank the money, but we don’t put our name to work that we don’t believe in’, Kaye has been quoted as saying. Virgin Radio head of comms Cat Macdonald has been reported as saying, ‘Mischief came with great credentials and reputation. It’s a shame it hasn’t worked out.’ Macdonald will not put the account out to pitch again. Instead the four-strong in-house press team will handle PR and lead the ongoing strategic communications of the music and entertainment brand. The re-launch follows last month’s ?53m sale to TIML, a subsidiary of The Times of India.
