The incumbent on the account was AMS Media. John Ayling & Associates had an existing relationship with Noble Foods, which bought a majority stake in Gü Puds in January last year.
John Ayling & Associates will be responsible for a campaign created by DDB for the luxury dessert brand that is set to break on television, video-on-demand and out-of-home next month.
In December 2010, DDB was appointed to Gü's European advertising account. The chocolate brand had previously worked with Mother London on a project basis.
John Ayling said: "It's always a ringing endorsement for our work when an existing client awards us additional business and we're delighted to be working on such a prestigious brand".
Joseph Liu, Gü senior brand manager, said: "JAA have already made a significant contribution by providing creative value and expertise in both media planning and buying while working collaboratively with our other agency suppliers to deliver Gü's largest brand campaign to date."
Gü Puds' offering includes its eponymous chilled chocolate puddings and a range of fruit-based desserts called Frü.
The company was launched by James Averdieck in 2003.
Noble Foods also owns The Happy Egg Company.