Lucky Generals previously worked with RadioCentre and created the "See radio differently" campaign that singled out high profile marketers such as Jonathan Mildenhall, Keith Weed and Hugh Pile.
The & Partnership won the business without a pitch and has been tasked with developing a campaign which encourages everyone involved in media decisions to see radio differently and be more ambitious with their use of radio.
Lucy Barrett, client director at Radiocentre, said: "Radio is thriving but we want to remind advertisers about the fantastic brand-building qualities the medium can offer.
"We wanted an agency that could grab headlines and demonstrate great creativity in radio, and The & Partnership does that week in, week out with its clients."
Last month The & Partnership London rebranded from CHI & Partners, which it said was done to emphasise the agency’s position as the creative centre of The & Partnership’s global network.