The agency pitched against Partners BDDH and Roose to secure the account.
The pitch was conducted by the AAR. Senior King was the incumbent, responsible for this summer's poster campaign.
MCBD has also won the media strategy brief for Historic Royal Palaces.
The campaign is expected to have a heavy London bias. Starcom Motive is understood to be handling the company's media buying, an account won without a pitch. Media Options was the incumbent on the media portion of the business.
Danny Homan, the marketing director of Historic Royal Palaces, said: "We were impressed with MCBD's innovative ideas and look forward to working with the agency on individual campaigns for all the palaces. In the past two years, we have increased business from the domestic market considerably and our aim is to continue this growth throughout 2003 and beyond."
Forthcoming work will concentrate on the key tourist months of next year: from April to October.
Paul Briginshaw, a creative partner at MCBD, added: "All three palaces are great brands. We're going to make them top of mind and totally relevant to today's UK and overseas visitors."
Senior King was appointed to the account in August 2000. The business had previously been handled by CDP.
