- Bartle Bogle Hegarty has won the £3.5 million advertising account for Warburton's, the UK's largest independent baker.
The appointment, which was ratified during a board meeting on Tuesday, comes after three-way discussions between the family-run firm and BBH, Leo Burnett and St Luke's.
The incumbent of three years, Ogilvy & Mather, declined to repitch when news emerged that the Bolton-based firm had approached the Advertising Agency Register (Campaign, 3 April).
Media planning and buying is unaffected and will remain at the WPP media operation, MindShare.
O&M's last major TV campaign for the baker was a television campaign starring "Derek", a fictional junior member of the Warburton family.
BBH was awaiting formal notification of its appointment as Campaign went to press, but it is understood that the agency will work on branding strategy and in particular the role that family values and the need to make the brand contemporary will play in future advertising campaigns.
Warburton's, founded as a corner shop in 1876, focuses on its wholesale bakery business and is the leading bread brand in the Lancashire, Yorkshire and Tyne Tees TV regions although it is facing intense competition from supermarket own-label rivals.
The firm has laid plans to expand nationally but is understood to have stipulated that it will not distribute more than 75 miles from its bakeries, in order to maintain product freshness.