Michaelides & Bednash has also been appointed by News International and will supply strategic support. MindShare, News International's media agency, will handle media.
United London won the business without a pitch. The agency's senior management has strong relationships with News International - its managing partner Jim Kelly was close to the Times Newspapers business while at Rainey Kelly Campbell Roalfe/Y&R. Robert Campbell, United's other managing partner, worked with Stefano Hatfield, the editor of thelondonpaper, after his previous agency, McCann Erickson, was hired by Metro International to handle advertising for its New York title, which Hatfield edited.
Nicole Refson, thelondonpaper's head of marketing, who joined recently from Harrods, said: "I am delighted to be working with these agencies, which have turned round some strong ideas in a very short space of time."
Thelondonpaper will have a print run of 400,000 copies and will be distributed by 700 workers. It will also use website and mobile activity.