The National Canine Defence League is moving its pounds 4 million integrated account into 141, a division of Bates UK.
TBWA/London previously held the creative account and produced acclaimed work including the 'Toys Rn't Us' campaign as well as reintroducing 'A dog is for life, not just for Christmas' last year.
141 will handle advertising and direct marketing, previously held by Burnett Associates, from January. It will attempt to promote responsible dog ownership and the NCDL's network of Re-homing Centres.
The agency won the account after a five-way pitch. Burnett Associates did not repitch.
The NCDL's spend is split between brand advertising and direct marketing, including direct response television. It is attempting to build its membership with the Canine Care Card, which offers dog owners the chance to have their pet cared for in event of their death.
Adrian Burder, marketing director at the NCDL, said: 'For the last six years we've had two terrific agencies but the time was right for a review. We were looking for a single agency and were persuaded by 141's expertise.'
Paul Seligman, 141's managing director, added: 'We are proud to have won an account with such a strong creative heritage.'
141 has recently restructured with Seligman taking over as managing director following the departure of Jeremy Shaw.