AW Media, the independent agency formerly known as Austin West, won the business after a pitch against undisclosed agencies.
It is understood the site, owned by online auction site eBay, did not previously have a retained agency.
Gumtree, which is being relaunched to target a wider audience and boost user numbers, is releasing an integrated ad campaign across the UK on 26 April.
For the relaunch campaign, the brand will be advertising on traditional media channels for the first time, running across outdoor sites and print, as well as online.
In addition, Gumtree.com teams will hand out copies of the free newspaper Metro, with Gumtree.com merchandise, on the campaign launch date.
Gumtree, which advertises goods and services from jobs to cars, was founded in London 10 years ago and was acquired by eBay in 2005. It covers 60 cities across the UK, Poland, Australia, New Zealand and South Africa.
Visitors to the site in January this year totalled 13 million, according to Gumtree.
Sanjay Balakrishnan, head of marketing for Gumtree UK, said: "This is the first time we’ve taken a significant presence offline to reach a wider audience, and will be just the start of a series of initiatives to build our number of unique users."
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