Thelondonpaper head of marketing, Nicole Refson, said: "BMB has been proactive towards thelondonpaper since we launched and we were really impressed with its thinking and creativity. United London created a fantastic launch platform and brand identity for the paper, so we did not see the need to go through a lengthy pitch process once it closed its London office."
The appointment reunites the agency's founding partners, Trevor Beattie and Andrew McGuinness, with NI. During their time at TBWA\London, they worked together on The Sun and News of the World for close to a decade, creating the "we love it" campaign that still runs today.
McGuinness said: "No agency is complete without a newspaper client. They bring with them energy, creativity and vitality, none more so than thelondonpaper."
BMB formerly worked on projects for Northern & Shell, including the creation of the launch campaign for the US version of OK! It also came up with an idea that the publisher has adapted in-house for its current Daily Express campaign, in which a cross section of British society state their traditional values.