BMP DDB has wrestled the prestigious creative account for Madame Tussaud's, the London tourist attraction, from J. Walter Thompson.
The agency won the account after pitching against the incumbent. Media planning and buying will remain with Manning Gottlieb Media.
JWT has produced some award-winning work for the popular attraction during its six-year tenure on the account, most notably its 'candle power' ad, which took gold at the APG awards in 1997. Its poster work the following year won awards including a silver at the Campaign Poster awards.
Madame Tussaud's is embarking on a global expansion programme, which has seen it roll out into Las Vegas, New York and Hong Kong. The creative accounts for New York and Hong Kong are handled by the DDB network.
Susanna Mann, the head of marketing at Tussaud's Group London attractions, said: 'BMP DDB has the creativity and enthusiasm to keep Madame Tussaud's the most visited attraction in London.'