Virgin Radio has hired Mustoe Merriman Herring Levy to create a campaign for its refocused music policy.
The station said last month it would redress the balance of "manufactured" music over classics, and asked an unknown number of agencies to pitch.
MMHL's campaign breaks on March 4, covering TV, outdoor, cinema and press and will aim to show Virgin's association with "real music". Its appointment means it can no longer undertake project work for Capital Radio.
Virgin Radio commercial director Kathryn Jacob said: "This is the first time we have retained an advertising agency, and it was important it understood our music heritage and brand values."
Account director at MMHL said: "We're delighted to be the brand's first retained agency. It's a great brand and we look forward to developing the right creative approach to communicate that, as well as some of its attitude."