Carlton Television has appointed TBWA/London to handle its pounds 5 million business.
The company spent about pounds 2.5 million through Lowe Lintas last year, but has committed to spend just more than pounds 1 million per quarter through TBWA.
The agency won the account in a non-competitive pitch after working with the television company on its bid to ITV for the return of the soap opera Crossroads. Carat will retain the media work.
TBWA's first task is to promote the upcoming series of Carlton's medical drama Peak Practice.
It will also have to produce work for a comedy programme, Big Bad World featuring Ardal O'Hanlon of Father Ted, and Crossroads.
Fran Cassidy, the marketing director at Carlton Television, attributed the win to the agency's research and networking skills: 'TBWA has demonstrated a real understanding of the television business and has already developed strong partnerships across the company.'
Matt Shepherd-Smith, a partner at TBWA, commented: 'Carlton is a strong brand and has a great range of programmes. We are delighted.'
The agency has been charged with the task of developing advertising that will help to increase Carlton's market share.