Jessops has hired a leading advertising agency to ?reinvigorate? its brand in a reported seven figure deal, as part of a wider strategy that includes improving customer service.

The troubled photo retailer has appointed advertising agency BDH/TBWA to begin work on advertising, as well as online and internal communications and in-store point-of-sale.

The plan will be put into action ?immediately? according to a spokeswoman for the agency who refused to confirm how much the Jessops contract is worth.

The agency?s CEO Robert Harwood-Matthews added: ?With such a great heritage and high level of awareness, we?re looking forward to working together to reinvigorate the Jessops brand.?

A spokesman for Jessops declined to divulge further details. Neither would he comment on the reported £3m advertising spend, a figure which has appeared on several websites.

Commenting on the move, Jessops marketing director Brian Linnington said: ?BDH/TBWA?s work proved that they are real brand advocates. We?re taking the journey together to move Jessops brand forward in a new and exciting direction.’

According to the publication Campaign, the appointment of BDH/TBWA is designed to help Jessops maintain its market position by ?taking advantage of the opportunities digital technology can offer?.

The Campaign article adds: ?The company?s strategy also involves boosting customer service, acquiring new stores and attracting new customers via advertising.’

Last month Jessops announced plans to close 81 stores and cut 550 jobs, while reporting a pre-tax loss of £25.2m for the six months to 1 April 2007. The company has pledged to return to ?underlying profitability? in 2008.

It is understood that, previously, Jessops hired advertising agencies on a project-by-project basis.

Jessops to close 81 stores