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The agency captured the business following a pitch through COI against Carat, Mediaedge:cia and Naked Communications.

A decision on the creative is expected this week after a pitch between M&C Saatchi, VCCP, Abbott Mead Vickers BBDO and Wieden & Kennedy.

A direct marketing pitch between Craik Jones Watson Mitchell Voelkel, EHS Brann, Partners Andrews Aldridge and Tullo Marshall Warren is ongoing.

MG OMD has been hired after an announcement in January that the Government wanted to create a new "social movement" similar to Make Poverty History in a bid to tackle the growing problem of obesity. A budget of £75 million was set aside for the next three years, but the Government will also consider input from sponsors.