The agency will mastermind branding, design, direct marketing and point of sale to push BP's portfolio of retail brands, BP Connect, Wild Bean Cafe, M&S Simply Food and BP's Nectar loyalty scheme.
TBWA scooped the account following a three-month pitch against undisclosed agencies. Its first task will be to develop a campaign promoting BP's retail environment.
The incumbent agency is Orckid. BP has also previ-ously worked with direct marketing agencies on a project basis, including Chemistry Communications, which was appointed in July to work on its target-neutral initiative.
The advertising account, handled by Ogilvy Advertising, is unaffected.
Karen Pemberton, the UK marketing communications manager at BP Retail, said: "We wanted to reinvigorate our creative processes in our retail environment. Following an extensive review, we chose TBWA\Manchester for the richness of its creative and the evident breadth of skills within the agency."