Matalan has appointed McCann Manchester to work on its strategy and creative account after a competitive review.
McCann beat agencies including Chime in the process. It will now lead integrated work across broadcast, press, digital, outdoor and experiential marketing.
The clothing and homewares brand previously worked with a number of agencies, as well as using in-house resources, for its advertising.
The win adds to the agency’s current retail roster of clients including Aldi, Magnet, Smyths Toys Superstores and the Vauxhall and Peugeot dealership networks.
Jeff Howarth, director of marketing at Matalan, said: "The McCann team demonstrated real depth of insight into our customers, category and company, and showed how they can deliver totally seamless communication across every touchpoint of the customer experience."
Matalan has more than 230 stores across the UK and reported sales revenues in excess of £1bn in its last published accounts.
Karen Buchanan, chief executive of McCann Manchester, said: "We are delighted to be appointed as Matalan’s strategic and creative partner, and are looking forward to helping Matalan write the next chapter of its development and growth."