Zimmerman Advertising has been named to lead creative efforts for Michaels Arts & Crafts stores. There was no formal review. The retailer has worked with multiple agencies in the past, including Dallas-based Richards Group.

Michaels spent $20.8 million last year in measured media, according to Kantar Media. But Michaels' overall advertising spending in its fiscal year ended Feb. 1, 2014, totaled $181 million, according to its 10-K filing this year with the Securities and Exchange Commission. That figure captures spending on some significant unmeasured advertising costs not included in the Kantar Media measured-media figures.

The win comes three months after Michael Goldberg announced his return to Zimmerman as CEO, following two years as CMO at Deutsch New York.

Zimmerman will also handle strategy, planning, analytics, digital and social media efforts for the company.

"They're fully integrated, driven by metrics, and together we expect great things to happen," Michaels Exec VP-Marketing Steve Carlotti said in a statement.

New creative is expected to roll out in the first quarter of 2015.