The Academy co-founders Mitchell Kaye and Dan Glover won the QVC account in 2010 while they were working at Mischief. The pair left Mischief in 2013 to set up The Academy.
H+K Strategies was handed the account last year following a pitch. The agency did not repitch for the account, which is believed to be worth around £500,000.
A spokesperson for the agency said: "We are proud of the work that we delivered for QVC but can confirm that we have declined to repitch."
The Academy's team will be led by managing director Nicky Law, who joined the agency earlier this month from Grayling.
QVC has also hired Pure Public Relations, a specialist beauty PR agency, to manage beauty projects and product placement. Kelly Marks, Pure’s co-founder, will lead the account.
Sue Leeson, QVC’s director of marketing & insight, said: "We believe the combination of beauty expertise from Pure with the creative expertise from The Academy will drive our campaign forward with relevance and cut-through."
Kaye added: "This is a big win for the agency and a fantastic opportunity to do great work for a client who believes in backing creativity. Dan and I are proud of the work we delivered in partnership with QVC previously, and we're looking forward to helping write the next chapter of its story."
Trade and corporate PR will continue to be handled by Flagship Consulting.
