Folk VML and Mindshare have been appointed as the creative and media agency partner for the Irish Music Rights Organisation (IMRO) following a competitive pitch.

Folk VML will lead a campaign focused on highlighting the value of music, enhancing IMRO's reputation, and emphasising the essential role music plays in businesses in Ireland.

Believing IMRO's value is often overlooked by businesses, the agency said the campaign would address common misconceptions around music licensing, engage businesses with compelling storytelling, and drive awareness of IMRO's new streamlined licensing portal.

Folk believes its winning approach leverages its expertise in strategic communications, behavioural change and creative storytelling in order to shift perceptions and inspire action.

"We are thrilled to partner with IMRO on this important initiative," said Laura Daley, managing director at Folk VML.

"Music is a powerful driver of business success, and our campaign will highlight why paying for it the right way is both a legal obligation and a positive contribution to the creative industry."

Work on the campaign commences this month with a multi-channel media strategy incorporating digital, social, radio and print, and the campaign will go live later this year.

(Pic: Supplied)