The Society, which appointed the agencies after a competitive pitch, is looking to build its profile among core audiences including families with young children and overseas visitors wanting a taste of the essence of London.
The Reef will be responsible for a series of promotional campaigns, breaking before Christmas and running throughout next year.
Initiative will oversee the Society's media strategy, including all planning and buying responsibilities. Its marketing budget is estimated to be worth just under £1m.
Another strand of the strategy will be to promote entertainment facilities and corporate hospitality offers, which form an important element of the Society's income.
As well as promoting the specific attractions, the Society will also focus on its remit as a conservation charity that raises money for work to protect endangered species.
Around 900,000 people will have visited the zoo this year, slightly down on last year's figure. London Zoo has been affected by the general downturn in tourism triggered by the foot-and-mouth crisis and the terrorist attacks in the US. Whipsnade, however, has beaten its target for 2002 of 430,000 visitors by around 20,000.
London Zoo's creative business was previously handled by Curio, which ceased trading in July, and SPS Advertising, the incumbent on the Whipsnade Wild Animal Park account, which declined to repitch for the business.
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