The move comes as MTV prepares to focus on the promotion of locally developed shows, such as the UK version of Pimp My Ride, set to air in late spring.
Other PR priorities for Taylor Herring will be Hip Hop Candy, a UK-originated show also set to launch in the spring.
The agency is to work across MTV's nine music and entertainment channels: MTV, its Hits, Base and Dance spin-offs, and MTV2, VH1, VH2, VH1 Classic and The Music Factory. The agency's brief is mainly media relations but it will work alongside the in-house team on copywriting, plus picture and tape distribution.
Joint managing director James Herring leads an account team reporting to MTV Networks UK & Ireland vice-president of comms Mel Fox.
Taylor Herring pitched against three agencies, understood to have included Henry's House, for the business.
Henry's House was hired by MTV in 2003 (PRWeek, 27 June 2003).