The fashion retailer retained its incumbent UK and Ireland agency after a final shootout against Aegis' Vizeum and Publicis agency ZenithOptimedia.
Andy Jones, the UM chief executive, said: "We are incredibly proud of the work we've done in collaboration with H&M and look forward to building upon that going forward. H&M is a flagship client for UM and we truly value their business."
followed a separate review late last year for H&M's outdoor media account which moved from Interpublic's IPM specialist and into WPP's Kinetic.
UM has handled the media planning and buying business for the Swedish retailer since September 2001 and
H&M also launched its first online shop last week. The retail giant has announced a new designer collaboration with Lanvin, the luxury French fashion label, which will create a range to hit shops in December.
H&M launched a festival range this summer from which 25% of sales were donated to youth HIV/Aids awareness projects. It is part of the store's Fashion Against Aids campaign, now in its third year, which has raised over £2.7m for charity.
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