The process was led by OgilvyOne, with support from Ogilvy Public Relations. They will look to engage consumers with Bakers’ range, which includes dry and wet dog food and treats.
It is understood that Ogilvy Group beat Jam, Momentum Worldwide and Edelman to the business.
Life, the independent through-the-line agency with offices in Birmingham and London, has previously worked with Bakers.
In 2012, DDB UK created an ad for the brand that was targeted at dogs. The spot included a high-pitched whistle that could not be heard by humans.
Ogilvy Group and Bakers declined to comment.