Singleton's appointment is part of a new marketing approach for Myer Grace Bros that includes overhauling its marketing platform and overall advertising mix.
"We've been through some tough times but we have made and continue to make improvements and changes so our customers are clear about who we are and what we offer, said the retailer's newly-appointed managing director, Dawn Robertson.
The review of the estimated A$85 million-plus retail account (about US$47 million) has been a turbulent process since starting early this year, with up to 10 agencies vying for the billings at one point.
A fresh score card was re-drawn several weeks ago following Robertson's appointment.
Singleton's Melbourne office won the pitch against four other agencies, incumbent George Patterson Bates, the Campaign Palace, Young & Rubicam and Clemenger Harvie BBDO.
George Patterson Bates has been Myer Grace Bros' agency for the past eight years. It is understood that the agency will continue to handle the account until year-end, when the business formally switches to Singleton.
Singleton will draw annual revenues of around A$11 million for its work, which will encompass all mainstream and catalogue production.
The review did not cover media. ZenithMedia remains as Myer Grace Bros' media planner and buyer.
John Singleton, head of Singleton Ogilvy & Mather, hailed the win as a major coup for the agency. "Myer Grace Bros is the pinnacle of Australian retailing and that's why it's a privilege to work with them," he said.
The agency starts works this month with its first creative to roll out early next year.
