The agency replaces incumbent Dye Holloway Murray and will handle advertising duties across all Smooth stations.
The last campaign for the Smooth Radio network launched in 2008. The multimedia activity was based on the “sleeve facing” online craze where people use iconic album covers from the last 50 years to mask parts of their bodies.
The campaign aimed to highlight the variety of music the station plays.
KLP’s appointment comes as the radio group looks to halt Smooth’s declining audience.
Smooth Radio London saw its weekly audience reach dip to 414,000 in the final three months of 2009, down 33.3% on the previous quarter and 29% on the same period a year earlier, according to the latest Rajar listenership figures.
Nationally, Total Smooth Radio dropped 6.6% quarter on quarter and 3.9% year on year to 2.7m listeners.
GMG Radio recently recruited Mediacom’s Richard Jacobs to take the role of head of commercial strategy. He is tasked with managing and delivering commercial strategy and insight for the GMG Radio brands including Smooth Radio.