Arena BLM was chosen following a three-way pitch and will begin working with Mirror Group in the new year.
Lorraine Fraser, director of marketing, Trinity Mirror Nationals, said: ‘Following a competitive pitch process we appointed BLM as we were highly impressed with their insights, strategy and creative thinking. We look forward to working in partnership with BLM to take our media planning to the next stage.'
Last month the publisher reported that group advertising revenue fell 25% to date, reflecting a decline of 28% for the first half and 20% for the 17 weeks to 25 October.
The Daily Mirror publisher had worked with ZenithOptimedia on its buying and planning for 15 years. The account also covers the group's other news titles the Sunday Mirror and The People.
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