CHI overcame competition from Elliott Borra Perlmutter, the incumbent of eight years, Joshua, BoymeetsgirlS&J and Vallance Carruthers Coleman Priest to secure the brief.
The new campaign breaks in October and will run across TV and outdoor in London and the West Midlands, the station's main heartlands.
Sarah Gold, the joint managing director at CHI, led the pitch. She said: "Great brand. Great brief. Great client. We cannot wait to start working with it."
Steve Parkinson, Chrysalis' marketing director and the managing director of Heart 106.2, who oversaw the pitch, said: "CHI's unique and collaborative approach of creating one central idea for all stakeholders, from listeners to our clients, won the day. We need to turn up the heat further in order to return us to number one in London and to remain number one in the Midlands."
In London, where the station broadcasts on the 106.2 FM frequency, Heart is aiming to overtake its rival, 95.8 Capital FM.