The agency's first project will be to re-launch the Polaroid brand and promote a number of new Polaroid products in the UK in May 2010.
The account will be handled by Primal's recently-promoted MD Natalie McLean-Reid and account director Fern Milne.
'Polaroid is a much loved brand, which people have a huge affection for, especially the instant cameras which are being re-launched later this year,' said McLean-Reid. 'We know the products will go down a storm and anticipation is already high.'
Polaroid entered administration in 2008 and ceased trading. However the brand has been brought back to life by a number of investors who saw the potential in the instant cameras and have committed to bringing the products back to the consumer.
In January, Polaroid also announced the appointment of Lady Gaga as the brand's creative director.