‘To Fly To Serve’ BA marketing chief Kerris Bright takes the reins at Virgin Media

Virgin Media, now owned by John Malone’s Liberty Media, has appointed Kerris Bright as its new CMO. Former marketing boss Richard Larcombe is staying with Virgin as director of brand and marketing. Bright will report to COO Dana Strong.

A new CMO usually rattles the incumbent agency – in this case BBH – but Bright was at British Airways where she oversaw BBH’s celebrated ‘To Fly To Serve’ campaign before departing for AkzoNobel, so presumably BBH can rest easy. The agency subsequently had to undergo a seven-month pitch process, latterly against Sapient Nitro, to retain BA, adding customer relationship duties to its brief.

Bright (left), whose duties will include data and analytics as well as brand management and customer marketing, says: “The best companies always find a way to combine science or technological know-how with a genuine human touch, which is why this role excited me. Virgin Media provides the best products and service and has an unrivalled brand that makes this a compelling opportunity.”

COO Strong says: “I am delighted Kerris has accepted this pivotal role which reflects the importance of analytical insight in our successful marketing campaigns. Kerris has a tremendous wealth of experience with which to contribute to our growth.”