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O2 Frukt

O2 appoints Frukt to increase partnership with the music industry


By Ishbel Macleod, PR and social media consultant

October 21, 2014 | 2 min read

O2 has appointed Frukt as its lead music agency, with the aim to strengthen the brand’s partnership with the music industry and music fans.

Frukt has been tasked with developing new approaches and concepts for O2’s music portfolio, as well as looking to evolve the Priority platform.

Nuala Donnelly, head of The O2 sponsorship stated: “We are delighted to confirm that Frukt has won the pitch for O2's music sponsorship account and will be working very closely with us over the next three years to further develop our O2 music strategy, and activate our sponsorship rights across The O2 and O2 Academy venues.

"Frukt's response demonstrated high levels of creative thinking and a clear understanding of our desire to use digital innovation to take our music sponsorship activity to the next level. Combined with their outstanding music expertise, we feel they are best placed to help us evolve our music sponsorship strategy and deliver even greater experiences for music fans.”

Frukt will also look to grow engagement with both die-hard music fans and casual consumers on O2 while forging stronger relationships with the music industry.

Jack Horner, co-founder and executive creative director of Frukt added: “This is an incredible opportunity for us, as we believe Frukt and O2 can do remarkable things in the years to come to make music experiences for fans even better, and to further integrate music across the innovative digital world of O2."

O2 Frukt

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