Goodstuff won the £8 million account after a final-round shootout against Arena Media. The7stars, VCCP Media and Vizeum had pitched for the business at an earlier stage.
Reemah Sakaan, the network director of marketing and media planning at ITV, said: "In reviewing our media partner we've been hugely impressed by the agencies and talent we have seen.
"We can't wait to get working with Goodstuff. Their passion for TV combined with an equally strategic and creative approach makes them an incredibly exciting media partner."
Mindshare, the incumbent agency, won ITV’s media account in 2005 after a pitch against Manning Gottlieb OMD and ZenithOptimedia. The WPP agency’s current contract with ITV will end on 7 May.
ITV has its own creative department, ITV Creative. Much of the marketing for ITV runs on its own channels, as well as ads on rival channels, outdoor and digital media.
Andrew Stephens, the co-founder of Goodstuff, said: "ITV is an amazingly talented and exciting business and our start date simply can’t come soon enough."