Communications agency W has launched a music department with talent and brand partnership company Vision Artists.

The new venture, named WVA, will serve brands looking to engage consumers via music and will be led by W’s Kim Machray and VA’s Ronnie Traynor.

Machray and Traynor previously collaborated on the Bacardi campaign featuring Groove Armada.

Discussing the project, Traynor said: “Instead of brands creating ideas and then trying to get artists to fit into them, they should be working together to ...