Sydney 1 October 2008 – Music intelligence agency, Thought By Them, a division of Sound Alliance, and Virgin Mobile today confirmed an extension of their existing partnership to include the development of music strategy, music-based creative and activation.

Thought By Them will work with regular collaborators Droga5 on the development of Virgin Mobile Australia’s music strategy and ensure existing music credentials are fully integrated into the company’s business objectives.

The alliance will amplify the plans for existing music assets such as V Festival and Garage2V, and provide strategic planning on music-related activities complementary to the Virgin Mobile brand.

Dave Cain, Music Manager at Virgin Mobile Australia outlined the background behind the appointment. “From a strategic perspective we really needed someone with hard core music creds in order to capitalise on the music heritage associated with the Virgin brand and identify the ways that music can become a fundamental part of the brands appeal to target customers.”

“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” he said.

Commenting on the high profile win, Thought by Them’s Creative Director, Stig Richards said, “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 adds: “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.”