The department store brought in GA after a three-way pitch that included Brunswick.
GA is not completely new to the House of Fraser business - it advised Icelandic investor Baugur on its £351m takeover of the chain last August.
Baugur led an investment consortium called Highland Investments, which GA advised.
GA has worked with Baugur since 2001, when it advised on a ‘friendly approach' for the Arcadia group (PRWeek, 2 Nov 2001). The agency's London CEO, Fergus Wylie, heads the account.
House of Fraser is still basking in the glow of bumper Christmas sales figures, bucking the high-street trend. The firm's 61 stores posted a seven per cent hike in December sales compared to the same month in 2005.
Last month it ditched its ten-year-old leaping stag logo for a pared-down replacement.
The retailer this month announced it would be partnering with toy store Hamleys, which will for the first time expand out of its Regent Street home and into five House of Fraser stores in September. Hamleys is also owned by Baugur.
House of Fraser already stocks a number of Baugur-owned brands including Nine West, Coast, Karen Millen and Pied à Terre.