Malcolm Moore Deakin Blazye has won the centralised MTV and VH-1 account in a final shoot-out against Leagas Delaney.
Saatchi & Saatchi and Springer & Jacoby, the incumbent on VH-1, were on the shortlist for the business. An original list had included Leith London, BDS Beechwood, Soul and Burkitt DDB. Magic Hat, the incumbent on MTV did not pitch.
Malcolm Moore will now manage the creative for the six MTV channels.
Spend will be concentrated on MTV's own channels but is equivalent to an pounds 8 million budget.
David Pullan, the vice-president of marketing and digital channels, MTV Networks UK & Ireland, said: 'It was a tough decision, but we believe that Malcolm Moore Deakin Blazye is best equipped for the different challenges of the various brands within the MTV Networks channels. The agency shares the enthusiasm and passion that we at MTV have for our six brands.'
The media, handled by Equinox (a division of Zenith Media), will not be affected.