RHM, which stands for Rank Hovis McDougall, produces household brands including Hovis, Mothers Pride and Mr Kipling.
Universal won the account after beating 10-year incumbent Vizeum, formerly BBJ, OMD UK and the Starcom Group.
Assisted by media auditor Billetts, RHM kicked off a review of the business in November last year following a series of management changes.
Ginny Knox, chief operating officer of the consumer brands division and who has overall board responsibility for marketing within the RHM group, appointed Sue Knight as consumer brands director for Sharwood's in 2003.
Paula Moss was also promoted to divisional marketing director at RHM bread bakeries in the summer, responsible for Hovis and the
bread brands. Also involved in the review was Kate Taylor, brands director within the consumer brands division for Mr Kipling.
Universal McCann suffered a major blow in April last year when it lost the £10m Nestle coffee account to MindShare.
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