The agency has been appointed by Baywater Healthcare, which supplies oxygen equipment to NHS patients; and Dorothy & Theodore, an online boutique selling bespoke gifts for parents and children.
The brief for Baywater Healthcare focuses on digital content targeting GPs and clinical commissioning groups.
Smarts Illuminate will work on SEO, pay per click campaigns and social media as well as traditional media relations, to help grow Dorothy & Theodore.
Smarts PR rebranded to become Smarts Illuminate at the end of last year, under managing director Rebecca Scully.
Scully said: "As part of our rebrand activity we spent a lot of time listening to marketing directors and managers about their needs, pressures and challenges – we shaped our offering around those pain points.
"Being seen in the right places online is increasingly important to all businesses – not least online retailers who need to make sure their goods are seen in the right places, by as many of the right people as possible."