Marks & Spencer has appointed ODD to handle advertising for its clothing and home business after separating it from the food account earlier this year.
ODD beat Pablo and The & Partnership in the final pitch, which took place earlier this week. M&C Saatchi and Uncommon Creative Studio were also involved but were eliminated in an earlier round.
Nathan Ansell, clothing and home marketing director at the retailer, said: "As we transform M&S, we need more targeted, inspirational and relevant customer marketing to restore our style credentials.
"As part of this, it’s important we have the right creative agency support, so we’re delighted to have appointed ODD, where the team has real expertise in clothing and home marketing.
"Together, we’ll be looking to build on early successes with our digital first approach to campaigns including ‘Holly’s must haves’ and to better utilise data for ‘always-on’ cross-channel campaigns."
ODD was founded by executive creative director Nick Stickland and managing director Simon Glover in 2004. It has worked with brands including Dr Martens, F&F, Primark, Mr Porter, Eastpak, Seafolly, Perry Ellis, Levi’s and River Island.
Stickland commented: "M&S is an iconic British brand that every agency would love to have on their client list."
The brand's food advertising account remains with Grey London.