The frozen-foods company called a pitch in March; its incumbent of the past three years, TBWA\London, declined to repitch for the account.
Trevor Beattie, co-founder of BMB, was instrumental in the win. As TBWA's former chairman and executive creative director, he is highly regarded by McCain's senior management. The review had been anticipated since Beattie left to launch BMB last May, but TBWA contractually barred him and his partners talking to any of its clients for 12 months.
BMB pitched against JWT for the work. McCain's media planning and buying, which is handled by PHD, is unaffected.
BMB's first work for the brand is expected this summer. McCain was unavailable for comment as Marketing went to press.
In March, McCain launched its first customer loyalty scheme through Carlson Marketing.