DCH has initially been tasked with providing strategic eCRM support and planning, which will include the creative elements for more than 80m emails across the year.
The brief also covers the creation and management of all monthly newsletters, and direct online communications to support Nikon's upcoming product launches.
The online marketing drive will focus on four consumer demographics: enthusiasts, professional photographers, Nikon professionals and the trade. Communications will be tailored for each.
According to Nikon, DCH will hold the account for one year, after which time its contract will be reviewed.
It was announced last month that Nikon and photographic retailer Jessops will run an ad campaign on the adventure travel and social networking website Big Earth.
Nikon is running bespoke ads on the site's online photo gallery, which offers photography tips for adventurers.
Big Earth was created by the producers of Ewan McGregor and Charley Boorman's hit television series Long Way Round and Long Way Down.
The site features photographs, videos and travel advice to inspire 'thrill-seekers' to plan independent travel and once-in-a-lifetime adventures.
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