Intu started talking to agencies about its requirements during the summer.
TVC will manage intu's national consumer press office, as well as developing five seasonal campaigns commencing with Christmas 2015.
Intu owns 18 retail centres across the UK as well as multichannel shopping centre intu.co.uk.
Roger Binks, customer experience director at intu, said: "As the intu brand continues to evolve our focus is on making intu a top destination choice for UK shoppers, communicating the breadth of our offering and showcasing the quality experience that overall makes for a great day out."
James Myers, TVC Group managing director, added: "What attracted us to intu throughout the pitch process was its clear passion for combining retailing with leisure."
The pitch process was handled by the PRCA Find a PR Agency service.
