The regional press campaign is part of a marketing schedule worth the equivalent of almost £12 million a year.
MML, which lost out to Publicis in a pitch for the business almost two years ago, will extend the "army of fish
TV work into the print campaign.
The new work was produced by the creative team of Constanza Rossi and Jonathan Crawford and was photographed by Robert Wyatt.
Fish4 websites were set up in October 1999 by Northcliffe Newspapers, ewsquest Media Group, Trinity Mirror, Guardian Media Group Regional Newspapers and Regional Independent Media. Their launch was a regional press response to the growing encroachment of the internet on classified advertising, its major source of revenue.