STV, Scotland's top commercial broadcaster, has moved its retained corporate and financial account to College Hill after more than a decade with Brunswick.
College Hill picked up the account after a four-way competitive pitch that is thought to have included long-standing incumbent Brunswick.
James Hogan will lead College Hill's involvement, having previously led the STV account at Brunswick before his January 2009 departure.
Headquartered in Glasgow, the company has charged the agency's media and leisure teams with raising its corporate profile and liaising with analysts, the investment community and business media.
The agency will report to STV's chief executive, Rob Woodward.
A key aspect of the brief is thought to be supporting efforts to make the transition from a broadcaster into a digital media company and converting digital content and output into earnings.
Hogan said: 'STV is a media business that truly understands digital and how to monetise its potential. This is an exciting time for STV as it looks to educate the markets about its progress. Our role will be to ensure the share price accurately reflects the new shape of the business and the economic fundamentals underpinning it.'
Additionally, STV will receive public affairs support from College Public Policy, given the highly regulated market in which the broadcaster operates.
HOW I SEE IT - Nick Rabin, Head of broadcast PR, Weber Shandwick
There has never been a tougher climate for broadcasters. They are under increasing financial pressures, but need to reassure their audience that the quality of programming will not be adversely affected by any cuts. This is particularly true for a regional broadcaster like STV where Scottish viewers have a need for bespoke programming that is specifically relevant to them.
There is a balance between reassuring your audience core programmes will not be adversely affected, while convincing stakeholders and those that hold the purse strings you can't be continually squeezed as there will a damaging effect on quality.