The agency will build both trade and consumer awareness of the site, which was launched three months ago and is backed by high-street retailer Mothercare.
It will promote the site' experts for media comment and analysis and highlight Mothercare's involvement in the site. Site editor Nifa McLaughlin will also be profiled.
It will target both online and traditional media, with parenting and pregnancy bloggers a key focus of the online campaign. The site currently has 33,000 members.
Separately, Taylor Herring has also just been reappointed for The Apprentice account.