Victoria Business Improvement District (Victoria BID), a body working on behalf of 250 businesses to promote Victoria, made the appointment after a four-way pitch process.
The agency has been charged with promoting the area as a vibrant business, historical and cultural district into 2014, as well as the work of the Victoria BID in driving and supporting change in SW1.
There will be an emphasis on environmental, historical and cultural programmes and promoting economic growth and investment in the area.
Claudia McKenzie, associate director at Rain Communications, said: ‘As a Victoria-based agency we have witnessed first-hand the increased opportunity and evident changes in the area. The extensive regeneration work taking place in Victoria means it is fast becoming one of London’s most vibrant areas and we look forward to delivering the BID's commercial agenda over the next 12 months.’
London Communications Agency had previously worked with Victoria BID.
Rain has represented the New West End Company, a BID representing Bond Street, Oxford Street and Regent Street, for seven years, as well as the City of London Corporation for ten years.