Mason Williams will oversee the entire PR campaign, which will build up to a red carpet ceremony in March 2012.
The remit includes media management and promoting the stories of the winning mums and celebrity ambassadors.
The account team will be headed up by deputy managing director Jen Higgins.
Higgins said: ‘With current clients including Hasbro and Schwarzkopf, we have vast experience at talking to "mum" and this account will also play to our experience in talent negotiation and handling.’
The 2011 overall winner of Mum of the Year went to Wendy Watson, 55, from Derbyshire, who set up the Hereditary Breast Cancer Helpline. And the Celebrity Mum of the Year was Coronation Street star Sally Dynevor for her efforts in raising funds for breast cancer prevention charity the Genesis Appeal.
