The Marketing Store triumphed in a final shoot-out against Tullo Marshall Warren to secure the business. The incumbent, Stephens Francis Whitson, was eliminated earlier in the process.
Dyson previously used SFW on a project basis for its customer relationship marketing, through the agency's relationship with VCCP, which holds Dyson's £4m advertising account.
The review was overseen by the Dyson group marketing director, Claire Mullin.
TMS has a relationship with Dyson through its US office, which has worked with the company's US advertising agency, Bartle Bogle Hegarty.
Dyson first ventured into customer relationship marketing last year with a programme created by SFW. The campaign began with a welcome pack explaining how an idea captured in a quick pencil sketch can develop into a new Dyson model. A pencil and pad were included in the pack to encourage recipients to send Dyson their suggestions for improvements.
Catherine Gale, the European chief executive of TMS, said: "The CRM programme will help contact and retain the existing population of passionate Dyson owners, as well as introducing Dyson to a new set of potential fans."
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