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Virgin Media has announced the appointment of a new agency which will handle the promotion of its broadband, phone and TV deals.

The company has given DDB UK responsibility of the £75 million account, despite competition from organisations including Rainey Kelly Campbell Roalfe Y&R, Rapier and Spike.

According to Ashley Stockwell, Executive Director of Brand and Marketing at Virgin Media, the company regularly collaborates on a range of promotions with its agency partners.

"As the digital world rapidly evolves, we'll deliver a brilliantly simple consumer experience and working with DDB UK, one of the UK's leading integrated agencies, [and] we'll make a real impact with a compelling, integrated message across all of our channels," he added.

Earlier this week, Virgin Media confirmed that its on-demand digital TV service, which includes programming from the BBC, ITV and Channel 4, notched up 200 million views in the first quarter of 2010.

Over 2.1 million Virgin Media homes now regularly use the platform.

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