The move follows a pitch, which involved a number of agencies including Miles Calcraft Briginshaw Duffy and Atelier – the luxury division of Leo Burnett.
The incumbent, TBWAManchester, did not repitch for the business. It is understood Fallon was involved in the early stages of the pitch but withdrew.
The review comes after the appointment of Guy Longworth as GHD global brand director, in January. Longworth, who is based in California, leads the development of the company’s marketing strategies across all its markets.
The UK marketing team is headed by group marketing director Sarah Lambley, who reports into Longworth.