Marlin will carry out a tactical, consumer-focused PR campaign on behalf of the retailer to promote its "iconic status".
Jenny Tod, managing director at Marlin, said: "As the go-to local British wine and alcohol retailer, Oddbins is a fantastic win for Marlin and we’re thrilled to be working with its zany, inspiring team. As a trusted retailer with a sharp sense of humour, we can’t wait to make Oddbins the talk of every town."
The agency said it would build on Oddbins’ campaign style while channelling the brand’s creative firepower.
Oddbins plans to grow its branch network from 50 to more than 100 stores and is also looking for franchisees in areas of the UK where it is not yet represented.
Ayo Akintola, managing director of Oddbins, said: "The ability to get our messaging out to the consumer is critical for Oddbins and as we embark on a growth phase, it is important that we partner with a PR agency that is creative, resourceful, has the ability to deliver value for money and understands the competitive UK retail landscape. Marlin PR ticked all these boxes and more, which led to the decision to select it."