The agency won the business after a pitch against Quiet Storm, Team Saatchi and the incumbent, Rapier, and will handle integrated campaigns that will seek to build the brand's multimedia credentials.
Rapier was appointed to the Heat account in January 2009. Its work included a TV ad to promote the monthly supplement Heatworld.
The ad featured random colourful objects exploding all over the screen in an attempt to highlight the wacky and unique stories featured in the supplement. The campaign carried the strapline: "Full of amazingness."
Before Rapier, Quiet Storm had been the incumbent on the Heat business for more than eight years.
Recent Audit Bureau of Circulations figures for the first half of this year showed that Heat's average weekly circulation fell by 6 per cent to 417,163 copies.