The appointment follows a review that pitted the agency against DDB London. WCRS, the incumbent on the account, declined to repitch.
The win strengthens McCann's position with RHM, Manor Bakeries' parent company. The agency already handles creative duties on the RHM brands Bisto, Sharwood's and Robertson's, which it won in April 2005. DDB works with RHM on its Hovis brand. WCRS won the Mr Kipling account in May 2004 in a shoot-out against DDB. JWT created the iconic "exceedingly good cakes" strapline in the 70s.
The McCann managing director, Chris Macdonald, said: "We're delighted to have won Mr Kipling. It's an iconic British brand and a leader in the cake market."
Media, which is handled by Universal McCann, was not affected by the review.