The Glaxo SmithKline brand hired TMW to develop its first direct drive following a pitch against a number of undisclosed agencies.
The agency will devise a campaign to run across a number of channels.
The activity will encourage consumers to give up smoking by using NiQuitin CQ products, which include lozenges, mints and patches.
The drive comes as smoking-cessation brands bolster their spends ahead of a proposed government ban on smoking in public places.
If passed, the bill will come into effect in summer 2007. A similar bill has been passed in Scotland, with a ban set to begin in March next year.