Mischief is the first consumer agency the brand has appointed, following a three-way pitch process that took place at the end of last year.
The agency will run the press office and brand activation work.
This is the second year Virgin Money has sponsored the marathon. It signed a £17m five-year deal to replace Unilever brand Flora in 2009.
Mischief will report to Andrew Nicholson, head of sponsorship marketing. Nicholson said the brand was particularly interested in the fundraising side of the race, especially with the recent launch of its not-for-profit arm Virgin Money Giving.
‘We want to make London proud of what’s happening in its midst,’ he said.
The brief is also to promote the Virgin Money brand, which is new to the banking scene, only launching in spring last year. Citigate Dewe Rogerson is retained for corporate and financial PR.