The work will centre on Oddbins.com, which launched in 2002, and comes as Oddbins launches its first branding activity for the website.
The initial campaign is intended to support Oddbins' own-label range. M2M will then develop an e-commerce strategy to support product promotions throughout 2007.
Julia Sutton, the e-commerce manager for Oddbins, said: "2007 is an exciting time for Oddbins as we develop our CRM and e-commerce strategy. We felt M2M has the expertise and passion to help drive us through the implementation of our online activity."
Anna Townsend, the online director at M2M, said: "We look forward to developing integrated activity to enhance Oddbins' reputation as the most knowledgeable and helpful wine merchant on both the high street and the web."
Hooper Galton handles creative for Oddbins.