The agency beat Leo Burnett in the final shoot-out for the work. Channel 5 has also hired WalkerBannisterBuss, a new agency headed by former Radio 1 controller Matthew Bannister, to handle Channel 5's strategic planning and positioning.
One of TBWA's first jobs will be to concentrate on promoting the new autumn schedule, as well as the rebrand.
The agency review was sparked by the appointment of David Pullan as marketing director from MTV Networks, UK and Ireland. The account was previously held by Walsh Trott Chick Smith. Pullan said: "TBWA's track record speaks for itself and provides the best fit with Channel 5."
Pullan joined in February of this year after the departure of Jim Hytner, who left for ITV in September 2001.
Kevin Lygo, director of programmes at Channel 5, has outlined plans to take the station more upmarket and away from its image as the home of late-night soft porn. It has seen ratings climb, capturing 11.26% of the commercial audience share, according to BARB figures for April, up from 10.75% in January.
TBWA\London has also handled the launch of PlayStation in the UK and French Connection's FCUK campaign.
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