MEC won the business following a pitch, which is understood to have involved ZenithOptimedia and Media Planning Group. The incumbent, Starcom, declined to repitch for the account.
The media planning account is handled by the strategic communications agency Edwards Groom Saunders. EGS picked up the business on a project basis from Starcom in May last year, following a restructure which separated planning and buying.
Bauer, whose titles include Bella, TV Choice and Take a Break, formally centralised planning into the agency in January. EGS also ran the pitch on behalf of Bauer.
The EGS partners Will Saunders, Peter Edwards and Jez Groom worked at Starcom before launching EGS in 2005.
Creative has been handled by Mustoes since 1996.
David Goodchild, the managing director of Bauer, said: "The relationship between our creative, planning and buying accounts are key to any activity we do. I am confident that this will prove to be a very successful alliance."