Fallon will also handle media planning. Palisades Media Group, Santa Monica, Calif., will continue to manage media buying.
Fallon won the account following a review, which began in early March, that included finalists Leagas Delaney, San Francisco, the incumbent; WPP Group's Berlin Cameron/Red Cell, New York; and Modernista, Boston.
Agencies are being notified today of the decision. Consultant Gilbert Taney Farlie, New York, handled the review.
MTV movie awards
Fallon will help Virgin Mobile launch a campaign that will include TV, online, radio, print and outdoor advertising. The first signs of the new campaign will appear in conjunction with the MTV Movie Awards, slated for June 5. Howard Handler, the wireless company's chief marketing officer, said he plans to take advantage of the Virgin brand to build stronger ties with the Virgin megastores, Virgin recording artists and the airline.
"I think you'll see the Virgin companies working together in some unique new ways," he told Advertising Age in February.
Virgin Mobile, based in Warren, N.J., is a joint venture of Virgin Group and Sprint PCS.