The remit is to increase public awareness and encourage thousands more people to take part in athletics across England, as part of the longer-term target to get one million more people regularly participating by 2020.
There is no incumbent agency.
Jenny O’Brien, England Athletics marketing and campaigns manager, said: "It was clear from the outset that the whole team at Promote were passionate about our sport. They did a great job of demonstrating their vast experience of driving grassroots participation with creative PR campaigns, and we were particularly pleased to discover their agency values were so much aligned to ours, as seen throughout the pitch process."
Promote MD Sue Anstiss said: "Running now ranks as the second most popular sport in England, fuelled in part by the huge reach of campaigns like This Girl Can campaign and England Athletics’ running specific extension of the campaign, This Girl Can Run. We’re thrilled to have been chosen by the team at England Athletics to deliver this exciting project in 2017."