WARL won the business following a four-way battle. Poulter Partners, which has worked with Jeyes on a project basis for the past five years, also pitched.
Jeyes spends about £5m a year on advertising its toilet-cleaning products on TV. WARL's first work will be a £1m TV campaign for Parozone early next year.
Brand development manager Rebecca Wilson said Jeyes launched the review because 'it was time for a change and we wanted to see what was out there'.
In addition to Parazone and Bloo, Jeyes sells disinfectant Jeyes Fluid, cleaning range Kleen Off, and cleansing wipes Quickies and Wet Ones.
Jeyes has a 7% share of the toilet-cleaning market, according to Mintel. It competes with Cif, Domestos and Toilet Duck.
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