Mellors Reay has won the 3m Burton Menswear account after a final pitch against Walsh Trott Chick Smith.
The pitch in May included Mellors Reay, Walsh Trott, GGT and Butterfield Day Devito Hockney, but was reduced to two agencies three weeks ago.
The chain is part of the Burton Group retail empire.
Observers say the group will hire agencies for its other brands such as Dorothy Perkins, Top Shop and Top Man, Principles and Evans. In April, it appointed TBWA to handle ads for department store chain Debenhams .
Mellors Reay’s brief is understood to include repositioning the chain away from its “bargain basement” image and developing the idea of it being a complete outfitters for men.
Incumbent Butler Lutos Sutton Wilkinson says it has not done any work for Burton for two years.