The agency revealed it will be developing new approaches and concepts for O2’s music portfolio that includes their relationship with iconic venue, The O2 and the 16 O2 Academy venues across the UK.
Frukt will also evolve the brand’s Priority platform, to grow engagement with both die-hard music fans and casual consumers while forging stronger relationships with the music industry.
Jack Horner, co-founder and executive creative director of Frukt, said: "O2 is dedicated and passionate about music and has gone above and beyond to treat its customers as fans. 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."
Nuala Donnelly, head of sponsorship at The O2, added: "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."
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