• July 31, 2008

Mobile agency 4th Screen will handle mobile campaigns for London-based Virgin Media through a new joint venture dubbed Virgin Media Mobile Advertising.

Under the agreement, 4th Screen will work with IDS, Virgin's ad sales agency, to ensure that cross-media campaigns are planned, delivered and executed effectively, according to Brand Republic. Virgin and 4th Screen plan to strike deals with key advertisers on efforts spanning online, mobile and TV.

4th Screen will manage, sell and deliver mobile ads through its Mpression ad platform.--Mark Walsh