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Roose, which won the account more than four years ago, has been invited to repitch against a shortlist of agencies compiled by ISBA.

SCA said it had called the review as Velvet moves into a "new development phase".

Roose created the advertising featuring the character reminiscent of Hyacinth Bucket to emphasise the luxurious nature of the product. It also handles creative for the Bodyform SCA product, but this is not being reviewed.

Last year SCA spent £4 million on above-the-line advertising for the Velvet brand. However, the company said it expects the account to be worth approximately £10 million going forward.

The review comes as SCA attempts to improve Velvet's position in the toilet tissue market. Its market share of 12.8 per cent makes it the main challenger to Andrex.

Sally Barker, the category director at SCA, said: "The advertising for the brand remains a valuable tool in its continuing success."