The agency has been briefed to oversee all aspects of MirriAd's comms including consumer, corporate, and trade PR, targeting related media.

MirriAd's chief executive officer, Mark Popkiewicz, said: "We are pleased to be working with Ladbury PR on our new comms drive, following a particularly impressive pitch during which their insight into our business and a proactive approach proved to be a winner."

Ladbury's founder and senior partner, Rebecca Ladbury, said: "Digital brand integration has an exciting future around the globe, opening up new opportunities for broadcasters and major content producers as well as the brands they rely on for revenue streams. MirriAd's constantly developing technology will ensure that it remains at the vanguard of the high growth brand integration industry."

The move comes as MirriAd expands internationally as well as in the UK, following Ofcom's relaxation of product placement legislation in 2011. The company pioneered a new technology called ZoneSense, which allows broadcasters and media agencies to integrate brands digitally into new and archive TV content.