Perspectives beat seven other undisclosed agencies to the brief, which involves campaigns to promote the exhibitions its manages.
Simon Clarkson, marketing director of BBC Haymarket Exhibitions, said: "Perspectives Red Cell's brief will be to maximise the value we derive from our collective databases, as well as servicing the individual campaign needs of each show. It was selected because it was able to demonstrate a clear vision, as well as technical competence."
BBC Haymarket Exhibitions is a joint venture between Haymarket Exhibitions and BBC Worldwide, operated by Haymarket Exhibitions.
Miles Murphy, chief executive of Perspectives Red Cell, said: "This is a really exciting portfolio of products to be working with, appealing to everyone from bikers to gardeners. We are looking forward to applying our direct marketing skills to making each event even more of a success."
The agency, part of WPP, will also handle the database of exhibition visitors.
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