The appointment, following a pitch against a number of undisclosed agencies, is the precursor to national and local multimedia ad initiatives, which break later this month. Media buying remains with BrandConnection.
The agency is working on a series of customer messages for the company, which is the UK's second-largest domestic and industrial full-service tyre distributor and fleet market specialist.
The agency pitch is part of an initiative by Nick Gregg, who joined the company as its managing director 11 months ago, with a brief to make the company externally focused.
Its product range includes tyres, brakes, batteries, shock absorbers, oil, exhausts and MOT testing.
Dave Hall, ATS Euromaster's group marketing director, said: "This is an exciting time for the company. We have recently completed a major review of the UK operation, which will allow us to strengthen our customer offer and create a real point of difference between ourselves and our competitors."
He added BDH had been chosen because it "got it right first time. It really understood our objectives and demonstrated some astute insights and strong creative ideas."
Christian James, the agency's group account director on the business, commented: "ATS Euromaster is a great brand with a strong proposition. We're looking forward to supporting the company in its ambitions."
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