The Maitland Consultancy has taken on financial and corporate PR for the NEC Group, after being recommended to the company by local newspaper editors.
Maitland won the six-month contract after coming through a three-way pitching process.
NEC Group communications director Elizabeth Clifford said the company felt the need to hire a London agency in order to gain more coverage in the national press.
The company, which owns the National Exhibition Centre and is jointly owned by the Birmingham Chambers of Commerce and Birmingham City Council, is celebrating its 25th anniversary next month.
Local newspapers had recommended Maitland as providing good service, said Clifford.
Chairman Angus Maitland, and consultants Suzanne Bartch and Nick Freer, will handle the account for Maitland. They shall report to Clifford and NEC Group chief executive Barry Cleverdon.
'There is a spotlight on the exhibitions industry at the moment and NEC felt it was time to get in an agency which could handle things in the City,' said Freer.
NEC Group also owns the International Convention Centre, National Indoor Arena and Symphony Hall, all of which are in Birmingham.