It is the first time the university has worked with an external agency on corporate PR. A key aim is raising its profile with audiences ranging from local students to foreign businesses.
The brief will cover the university's first garden exhibition at the flower show and its hosting of the Chinese Olympic and Canadian Paralympic teams for their pre-games training camps.
Lucre group head of corporate Mark Jackson said the brief would also include a consumer element. He said that the two elements were part of the same brief 'because they were looking to raise the profile of the university as a whole.'
The agency team will report to university comms director Isabel Hunt.