Virgin Atlantic is holding a pitch for its PR account, currently held by Havas SE Cake, after expanding the brief to include social media, PRWeek has learned.

Virgin Atlantic hired Cake in March last year – the agency has since become Havas SE Cake following a merger.

Cake won the account after a five-way pitch. The agency will repitch for the new brief.

A Virgin Atlantic spokesperson said: "We continue to have a great relationship with Havas SE Cake, however, we have developed our PR agency brief to include social media, reflecting recent changes we have made to our in-house team and the way we want to continue to communicate with our customers.

"We are working with creativebrief to assess potential agencies and have invited Havas SE Cake to take part in the process."