H&M's £4.5 million UK media account is held by the Interpublic agency Universal McCann, which previously handled the brand's outdoor planning and buying with IPG's poster specialist, International Poster Management.
A spokesman for H&M confirmed the retailer has "appointed Kinetic to plan and buy our out-of-home in the UK". Universal will now work with Kinetic on the account.
Universal has handled the media planning and buying for the Swedish retailer since September 2001 and last defended the contract in 2004.
Kinetic already has a number of direct clients including British Airways and Jack Daniel's. It also looks after the outdoor media for the Group M media agencies, including MediaCom and Mediaedge:cia.