The irreverent showbiz site was recently voted in the Top 10 of the world's coolest websites by Coolbrands and has scooped the nationals with a series of exclusives.
The new look site launches on 28 October and will include an expanded picture gallery, review section and an online TV channel. TV clips - including an interview with Sir Alan Sugar - have already been posted on YouTube.
The agency will handle a consumer PR campaign for the launch focusing on exclusive news stories and content. Online publicity will be handled by Force 10, the agency's digital division.
Taylor Herring will work with both the site and its digital media partner Perform, who bought an undisclosed shareholding in the site earlier this year.