Virgin Mobile set to sign Kate Moss for campaign

by Ben Carter, Marketing 23-Nov-05

Virgin Mobile is lining up supermodel Kate Moss to be the face of its brand next year.

The mobile operator is in talks with Moss' representatives about her
appearing in advertising and future brand activity, which will target
16- to 34-year-olds.

The negotiations, which are understood to be at an advanced stage, will

see Virgin Mobile become the first major consumer brand to associate

itself with the supermodel since stories alleging her drug-taking broke
this summer.

The Croydon-born model entered a US rehabilitation clinic after
newspapers reported that she had taken cocaine with boyfriend Pete
Doherty. The accusations are the subject of an ongoing investigation by
the Metropolitan Police.

A number of brands, including H&M and Chanel dropped Moss when the story
broke, although others, such as Rimmel, Burberry and Coty, have stuck by
her.

Virgin Mobile, which has more than 5m customers in the UK, has used
celebrities in its advertising in the past. Busta Rhymes, Christina
Aguilera and Missy Elliot starred in its recent 'Idle thumbs'
campaign.

The company and its ad agency, RKCR/Y&R, declined to comment on the
talks with Moss.