McCann Erickson won the account without a pitch. It picked up the sister brands Mingles and Bendicks of Mayfair last summer. Its subsequent Christmas campaign for Mingles reportedly helped Bendicks to achieve double-digit growth.
Anne Hollamby, the head of marketing at Bendicks, commented: "McCann's Mingles campaign has been a clear success. The team at McCann has exceeded expectations on all levels and we are pleased to appoint them to more of our business."
Rupert Howell, the chairman of McCann Erickson UK and Ireland Group and the president for Europe, the Middle East and Africa, added: "This is when this business is fun: we win a pitch, produce a great campaign, sales go up to record levels and we are given more business.
Werther's Original is a significant brand with a powerful heritage, so it is a challenge we will relish."
In January, Initiative won the £15 million pan-European media account for Storck confectionery, Bendicks' parent company.
Brand Connection, Initiative's sister shop, handles the media for Werther's Original, Bendicks and Campino.