New PHD has scooped the pounds 17 million centralised media account for Weetabix, following a five-way pitch against Western Media, OMD UK, Starcom Motive and MediaCom TMB.
New PHD will add brands such as Frutibix, Weetos and the main Weetabix brand from Western to its portfolio, which includes Alpen and Ready Brek.
Banks Hoggins O'Shea/FCB's media division worked on the Advantage brand and did not repitch.
Western, which handled a pounds 12.8 million share of the Weetabix business, faces the loss as it prepares to merge into Initiative Media over the next few months.
Weetabix called a review in October as it sought to streamline its media suppliers. The creative account, which is split between Abbott Mead Vickers BBDO and Lowe Lintas, and Banks Hoggins, will not be affected.
Bill Humes, the commercial director of Weetabix, said: 'Our objective was two-fold; to maximise buying effectiveness and to select an agency with an innovative approach to the planning process.'
Ken New, the chairman of New PHD, said: 'Weetabix has built major brands by encouraging great work and supporting its brands consistently in the media.'