The business is currently held by ARM Direct, which will repitch for the account against PHD, MediaCom and Total Media.
JML, which sells products including the Juice Booster and the Space Bag Ultimate, said that the review had been driven by a need to expand its advertising from "classic daytime TV advertising with many DRTV qualities" to encompass peaktime TV as well as radio, outdoor and press.
The company said that it had tested these other media in the past and had failed to match the return on investment levels offered by daytime television.
Ken Daly, the deputy managing director of JML, said: "If for every pound we spend on media, we generate more than a pound in gross profit, there is no limit to our advertising budget. This is a very exciting time for JML."
JML sells products via retailers, as well as direct via a website and its own JLM Direct TV channel, which it is in the process of relaunching. The channel was previously branded as eeZee TV, but it will rebrand to bring it into line with the JLMdirect.com website.
The company is also investing in bringing its customer services operation in-house, and is recruiting its own infomercial production team. It has a wide network of instore screen media, which is used to generate retail sales.