Five has handed VCCP its £5 million creative account after a three-way shoot-out.
The pitch, which the AAR handled, also involved Shop and DDB London.
TBWA\London, which was the incumbent, originally declined to repitch, but it is understood it was asked to submit creative ideas during the final stages of the pitch process.
The review, which began in January, was kicked off by Jane Scott, five's marketing director, who was appointed in June last year. She joined 2005 from the BBC, where she was the controller of TV marketing, strategy and development.
Scott said: "I am delighted to announce VCCP as our creative agency. It is incredibly forward thinking and provides a great fit with our in-house team. I am thrilled to be working with it."
Adrian Coleman, a founding partner at VCCP, added: "We're pleased to be involved with five at such an exciting stage of its development and working with a strong brand."
VCCP's appointment ends a four-year relationship with TBWA. The agency's work for five included a poster campaign to promote a documentary about Michael Jackson's cosmetic surgery, which won a gold at the Campaign Poster Awards in 2003.
TBWA was also responsible for five's current branding, which was introduced when the broadcaster changed its name from Channel 5 in 2002. Most recently, TBWA created a series of idents to support the channel's more high-brow programming positioning. The spots feature words such as "love" and "hope", which have replaced the five logo.
The channel is involved in an advertising push for its latest US programming acquisition, Grey's Anatomy. In recent months, it has also heavily promoted other US shows, such as the Chris Rock schooldays sitcom Everyone Hates Chris and the medical drama House, which stars Hugh Laurie.
Five's media planning and buying, held by Vizeum, is not affected by the appointment.
Opinion, page 19.