The company appointed 101 without a pitch or support from an intermediary.
Andy Edge, Odeon’s commercial director, has an existing relationship with the 101 co-founder Phil Rumbol.
There was no incumbent on the business. Rainey Kelly Campbell Roalfe/Y&R became Odeon’s UK advertising agency when it won a competitive pitch in 2008 but the account has been dormant for some time.
TBWA\Manchester handled Odeon’s advertising before RKCR/Y&R.
Manning Gottlieb OMD has held Odeon’s £2 million media business since 2013, when it won a four-way pitch run by Creativebrief. MEC was the incumbent before MG OMD.
Edge said: "101 has demonstrated a real understanding of our business and has already shown incredible creative ambition as we enter this exciting phase."
Rumbol added: "Odeon is an iconic British entertainment brand waiting to be reborn. It is a privilege to be entrusted with this task."