The new-media advertising agency Beyond Interactive has won the digital advertising account for MTV UK.
The win, understood to be worth more than pounds 1 million, will see Beyond handle all aspects of digital marketing for MTV except creative, which will be developed by Lateral.
It follows the success of Beyond's online promotions for MTV's annual European music awards last week.
Beyond has been appointed to develop a digital marketing strategy for the MTV brand across all of the new-media platforms. Advertising will run across the web and on mobile phones through SMS text messaging.
Last week MTV webcast its European music awards on all of its European websites, with interviews, news and online chats that were exclusive to the web broadcast of the event.
Chris Sice, the managing director of MTVi, said: 'Beyond's role will be to help us to drive traffic to the site and establish mtv.co.uk as a destination in its own right, rather than as a promotional adjunct to the TV channel.'
Beyond Interactive was formerly the new-media agency Media21. Following its acquisition by Grey Communications last year, the agency became part of the global Beyond Interactive network.
Media21 part owned the new-media creative shop Gluemedia but, following the acquisition by Grey, it was forced to sell the remaining shares to Glue's other owner, the DeepGroup.
Pete Robins, the director of media at Beyond, said: 'We are delighted to have been appointed on a longer term basis. We will be looking to create a campaign that captures the vibrancy and irreverence of the MTV brand.'