Loved the V Festival? Well, the brains behind it, music intelligence agency Thought By Them, and Virgin Mobile today confirmed an extension of their partnership to include the development of music strategy, music-based creative and activation.

The company (a division of Sound Alliance) will work with Droga5 on the development of Virgin Mobile Australia’s music strategy, ensuring its existing music credentials are fully integrated into the company’s business objectives.

The partnership will intensify plans for ‘music assets’ such as V Festival and Garage2V, and get on top of its strategic planning on music-related activities for Virgin Mobile.

“The Sound Alliance has been key media partner for Virgin Mobile over several years. The addition of their specialist agency Thought By Them bringing specific skills in the development of exclusive music experiences for our customers, is a very exciting prospect,” says Dave Cain, music manager at Virgin Mobile Australia.

Thought by Them’s creative director, Stig Richards, believes Virgin Mobile is the perfect brand to be in the music space. 

“It’s not often you come across a brand that has as much music credibility as Virgin Mobile and we are very excited to be working with them to amplify their brand through appropriate activities with music, at events, online and through phones themselves”.

Sudeep Gohil, Droga5 planning director and partner, agrees with Richards.

“Our collaboration with Thought By Them is a demonstration of why Droga5 is in business: collaborating with great partners and producing great work, beyond advertising, to create fresh conversations for our clients.”