Jessops previously used agencies on a project basis. Hiring BDH\TBWA is part of the retailer's wider strategy to maintain its market position by taking advantage of the opportunities digital technology can offer. The company's strategy also involves boosting customer service, acquiring new stores and attracting new customers via advertising.
The agency will work on integrated campaigns including TV advertising, in-store point of sale, online and internal communications.
Brian Linnington, Jessops' marketing director, said: "BDH\TBWA's work proved it is a real brand advocate."
Robert Harwood-Matt-hews, BDH\TBWA's chief executive, said: "We're looking forward to working to reinvigorate the Jessops brand."