Nick Phillips joined as the new chief executive of Entertainment Rights in March, which led to a review of the comms side of the business. B
Bell Pottinger was previously the media group's agency for four and a half years, before M won the account in a four-way pitch.
Entertainment Rights specialises in children's and family entertainment programming, including brands such as Postman Pat, Casper the Friendly Ghost, and Basil Brush.
M will report to Simon Avis, head of PR at Entertainment Rights. The account team will be overseen by M's co-founder Nick Miles and will include Charlotte Kirkham (formerly of Bell Pottinger) and Ben Simons.