Virgin Mobile has chosen Toronto-based Teehan+Lax as its digital AOR, it was announced yesterday. Teehan+Lax will be working on Virgin Mobile’s digital properties and initiatives, including social media.

‘They…understand that we are interested in digital experiences, not just ‘web designs,” says Casey Rovinelli, Virgin Mobile Canada’s director of web marketing. ‘Their spec creative was incredible – it showed that they were an excellent fit for us and they had the digital talent to produce the highly functional, customer-centric web experiences we are looking to create,’ he tells MiC in an email interview.

Virgin Mobile Canada recently named Toronto-based Juniper Park as its lead creative agency, while Wills & Co. handles all media buys. Teehan+Lax was chosen from about a dozen agencies, which were narrowed down to a shortlist of four. Virgin’s former digital AOR was Mindblossom, also based in Toronto.

‘We believe in online media – [it] consistently represents a significant portion of our media spend. I assume this will continue,’ Rovinelli says.

Teehan+Lax’s first work for Virgin will debut in the fall, and while the strategy is kept under wraps, the first project will be refreshing the brand’s website, that will be different than a typical mobile site, Rovinelli says.