The charity began its search in January. It held pitches during April and May, and agreed terms with its new agencies last week.
Rapp was the incumbent on both accounts but withdrew from the process at an earlier stage.
The agency most recently created integrated campaigns across digital, paid search, outdoor and radio. It won Guide Dogs’ fundraising business in 2010.
Proximity will now oversee Guide Dogs’ fundraising and brand advertising, while MC&C will work on media planning and buying. The organisation is understood to spend about £5 million a year on media.
Jayne George, the director of fundraising and marketing at Guide Dogs, said: "We have big ambitions to support many more people with sight loss and we have huge income growth targets to make that possible.
"The teams at Guide Dogs are looking forward to working with Proximity, who have demonstrated their resolution to support us in our life-changing work."
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