Sekonda wants revamp its creative offering across its entire range. This forms part of its parent company, Time Products' assessment and overhaul of the entire business, which has been going on since its management buyout in 2001.
CDD was appointed to the account in 2002, taking it from Toybox without a competitive pitch. It was briefed to launch a higher-priced brand, called XS, in the run-up to Christmas last year.
The CDD poster campaign presented Sekonda as a much-desired gift and featured people expressing false glee on the receipt of a dud Christmas present. It carried the strapline: "No acting necessary."
Sekonda's most famous advertising was by Gold Greenlees Trott and used the "Beware of Expensive Imitations" strapline for ten years.
It moved its account into M&C Saatchi in 1995, which developed a value positioning using the Poet Laureate Sir John Betjeman in its ads. The change of tack saw a new strapline: "Time is precious. It doesn't have to be expensive."
The appointment does not affect the brand's media agencies, Rocket and PHD.
Neither Sekonda nor TBWA would comment on the appointment.