East Coast, the state-operated London-to-Scotland train company, has awarded its £7m advertising account to Beattie McGuinness Bungay.
BMB beat Fallon to land the business, which includes TV, radio, outdoor, press, digital and social media work.
Abbott Mead Vickers BBDO has held the account since 2010 but declined to repitch.
The statutory review kicked off in March through an Official Journal of the European Union tender in which East Coast said it was looking for an agency to build on the "welcome to" campaign created by AMV BBDO and featuring the comedians Vic Reeves and Rory Bremner.
East Coast credits the campaign with boosting passenger numbers on its trains, which rose 2.1 per cent year on year to 18.9 million in 2011/12.