The move ends Center Parcs’ four-year relationship with Brothers and Sisters, which repitched for the business after a review that kicked off in January. St Luke’s also competed for the account.
The appointment comes more than a year after Center Parcs launched "Bears", a £5m campaign by Brothers and Sisters that introduced a more emotional style to its advertising.
Colin Whaley, sales and marketing director at Center Parcs, said last year that the brand had changed its marketing strategy in 2015 to reflect the more "emotive" messaging.
Blue 449 has handled Center Parcs’ media since 2012.
Whaley said: "Y&R London presented some enticing fresh ideas on brand direction for Center Parcs, which we feel will help us evolve further."
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