Publicis UK won the account after a competitive pitch. There is no incumbent.
The network will work on a retail and content brief for BHS to help refresh the brand identity and re-engage with consumers.
Publicis Blueprint, the content marketing division, will develop a campaign to be released later this year, while Vivid Brand, the shopper marketing agency, will oversee BHS’s brand identity for key trading events, including in-store and online activity.
BHS has been part of Sir Philip Green’s retail empire Arcadia since 2000.
Green sold the brand to Retail Acquisitions in March for £1.
Retail Acquisitions is currently in talks to raise £70 million in funding to help overhaul BHS.
Last year, the department store made a pre-tax loss of £85 million.
Katie Edwards, the group business director at Publicis UK, said: "BHS is a high-street stalwart with a great mission and proposition. We look forward to supporting the brand as it continues on its trajectory by driving its customer awareness and engagement."
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