The final three agencies were chosen from an original shortlist of five, which also included Miles Calcraft Briginshaw Duffy and Dare (which handles ITV's digital account) and Beattie McGuinness Bungay.
The pitch was handled by the AAR and was called by David Pemsel, ITV's marketing director, who joined the company in January to replace Clare Salmon.
M&C Saatchi, the incumbent on the business, was not asked to re-pitch for the account.
The decision reunites BBH with ITV after a two-year hiatus. The agency handled the ITV business for three years before resigning the account in 2005 just two months after Salmon arrived as the marketing director.
Its resignation followed the appointment of M&C Saatchi to handle a project to evaluate the ITV brand. Salmon replaced Jim Hytner, who had hired BBH three years earlier.
Pemsel said: "We're two companies that have gone through fundamental change since we last worked together. We've got an amazing schedule for 2008 and we need an agency to bring that to life. BBH displayed brave strategic thinking, a more holistic capability and a size and creative ambition to match our own."
Ben Fennell, the managing director at BBH, added: "ITV is a great British brand. It's also a fantastically creative brand and is going through a really exciting period of re-invention. We're looking forward to partnering David and his team in what will be an exciting journey."
As well as working in partnership with ITV Creative, ITV's in-house agency that creates the channel's on-air work, BBH will create off-air advertising and work with the marketing department on broader strategic development. The first campaign will appear in January to promote the 2008 schedule.
MindShare and Dare are unaffected by the appointment.
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