Carat is Danone's centralised buying agency, handling buying for brands including Evian, Volvic, HP Lea & Perrins and Actimel. Until the Jacob's move the agency did not handle planning for any of Danone's other divisions.
The Jacob's Bakery account, which includes the Huntley & Palmer, Jacob's Club biscuits and Jacob's Crackers brands, moved to Carat without a formal pitch.
Carat had previously held the Jacob's planning account but lost it to the then Motive Communications in 1999 following a review of the entire Danone Group planning business.
The win could also give the agency the opportunity to target the other planning briefs in the Danone portfolio.
In February, Jacob's launched an ad campaign featuring the animated characters Wallace and Gromit as the faces of Jacob's Crackers. The 30-second TV spot, through Euro RSCG London, was part of a one-year tie-up with the plasticine characters that includes licensing and on-pack promotion.
Separately, it is understood that the Carat holding company, Aegis Media, is planning to realign the £30 million UK Disney business out of Vizeum and into Carat.