The domestic competition is changing its name and sponsor from Friends Life T20 to NatWest T20 Blast.
The ECB has appointed Threepipe to generate interest and ticket sales for the season, which starts on 16 May next year.
The agency has worked with the ECB on paid digital media and PR project briefs previously, but this is the first one combining the two.
Threepipe co-founder Eddie May said: "The campaign will leverage the interest generated by the PR campaigns and use this to feed into the digital media targeting, which will help close the loop into ticket sales."
The campaign will also focus on aligning NatWest T20 Blast with Friday nights and communicating the social experience of going to the game with friends or family.
A total of 87 of the 126 group stage matches are due to take place on Fridays over the 10-week course of the competition.
Threepipe will report to ECB marketing director Will Collinson.