Media Experts has become the media agency of record for Bell-owned Virgin Mobile Canada, following an informal review which lasted about six months.

The wireless company, which most recently worked with Wills & Co. chose Media Experts for its fit with the brand and industry experience, having previously worked with Telus, Andrew Bridge, Virgin Mobile Canada director of brand and communications, tells MiC.

Media Experts senior VP, customer service Richard Ivey says he is excited to work with Virgin Mobile, which is known for its innovative media executions.

No comment was given on Virgin Mobile Canada’s annual media spend, or the short list of other companies in the review.