MPG Media Contacts, which also competed for the brief, is understood to have pulled out at an earlier stage.
The appointment concludes a full review of Bathstore’s advertising and media arrangements, which began in July.
Earlier this month, Bathstore awarded its £6m creative account to M&C Saatchi, ending a competitive pitch that involved the incumbent, WFCA, The Red Brick Road and St Luke’s. Both the creative and media pitches were handled by the AAR.
WFCA was awarded the Bathstore account in 2005 and was the retailer’s first retained agency. It has been responsible for creating TV, press, outdoor, point-of-sale and online work, as well as handling media planning and buying.
Last December, Bathstore launched a campaign featuring the Spooks actress Hermione Norris.