Oystercatchers is working with Weetabix on the process.
Blue 449, formerly Walker Media, won the then £9 million media account in 2005. The Allmond Partnership was the incumbent, having picked up the business from PHD two years earlier.
Weetabix appointed Bartle Bogle Hegarty to its £12 million advertising account in 2011 after a final shoot-out against Rainey Kelly Campbell Roalfe/Y&R and the then incumbent, WCRS.
Weetabix launched a £5.5 million campaign in January featuring "Weetabuddies" characters having bizarre conversations with each other in a bowl. The TV ad was supported by on-pack, in-store and online activity.
Blue 449 rebranded from Walker Media last month and will be the UK base for a new global media network from Publicis Groupe.