The agency landed the contract after a three-way pitch that is understood to have been against Jackie Cooper PR and The Braben Company.
MTV Networks UK head of communications Mel Fox said: ‘Historically we have used agencies for projects but the volume of work now dictates that we need consistent support.’
Fox said Henry’s House would provide full-time support to the in-house PR team, but added that she ‘would not rule out’ hiring in further agency support should future demand dictate.
Henry’s House will promote programmes across the network’s eight channels – MTV, MTV Hits, MTV Base, MTV Dance, MTV2, VH1, VH1 Classic and The Music Factory – and is also tasked with handling undisclosed ‘special projects’.
Later this summer MTV will launch a UK version of US show Total Request Live. The MTV Europe Music Awards, which will take place in Edinburgh in November, is a further major PR event on the horizon.
In February this year MTV launched a second series of the popular fly-on-the-wall documentary show The Osbournes, which follows the daily lives of Ozzy Osbourne – former singer with heavy metal band Black Sabbath – and his family.
Last month former MacLaurin media and entertainment senior account manager Mandy Hershon joined MTV and VH1’s in-house team as PR manager (VH1 channels), replacing Maddy Bisoni, who has moved to become head of press at environmental charity Earthwatch Europe.
Jackie Cooper PR was hired last autumn to promote MTV Base programme The Lick (PRWeek, 20 September), but that contract has now expired, said Fox, who joined MTV in December from Consolidated Communications.