The retailer has briefed Fallon to create a new strategic positioning for its Blacks and Millets brands, including integrated brand redesigns. The agency is expected to back its work with print and poster advertising.
The outdoor retail group called a pitch for its advertising account in July. The account was formerly handled by Miles Calcraft Briginshaw Duffy, which created an award-winning brand campaign for Millets, including the Campaign Press gold-winning "long-list" long copy ad.
MCBD parted company with the account in March, following the group's decision to suspend brand advertising in the face of mounting financial pressure.
Blacks Leisure Group was forced to issue three profit warnings in the 12 months to March 2007, and closed 45 stores. The company reported a pre-tax loss of £13.8 million for the period, blaming a mild winter and a resurgent Marks & Spencer for poor sales.
Robert Robinson, the Millets and Blacks brand marketing controller, said: "Fallon has produced some of the most memorable advertising over the past few years. This, added to its clear strategic thinking, is why we have chosen the agency."