The incumbent agency on the account was DDB London, but it was put up for review after Paul Hammersley and David Hackworthy left the agency to join Sir Frank Lowe at start-up The Red Brick Road.
The review was a blow for DDB. The paper had been a longstanding client of the agency. In 1986, when the agency was known as BMP DDB, it created the celebrated "points of view" campaign. One of the spots, where a skinhead chases an old man in what looks like an attempt to mug him but is then shown saving him from a pallet of falling bricks, was voted one of the industry's all-time favourites in a ±±¾©Èü³µpk10 poll in 2003.
Marc Sands, marketing director at Guardian Newspapers, said: "Almost a year since we launched the Berliner Guardian we have succeeded in increasing and retaining readers. The injection of Wieden & Kennedy's fresh ideas will enable us to build on this success, developing a long-term positioning for the Guardian brand online and in print."
The most recent set of Audit Bureau of Circulations figures showed that The Guardian's circulation fell by 2.5% in July, dropping almost 10,000 copies, to sell an average of 370,612 newspapers a day.
Neil Christie, managing director of Wieden & Kennedy, said: "The Guardian has a heritage of brilliant creative work. We look forward to continuing that tradition for a new era."
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