Three unnamed agencies were said to be vying for the account, believed to include three year incumbent Total Media.
The review was handled by the centre's interim director of marketing, Jenni Carbins, and other campaign managers on the team. The centre spent £900,000 on media between 1 October 2008 and 30 September 2009, according to figures from The Nielsen Company.
A spokesman for the Southbank Centre said reviews of its major agency agreements are undertaken every three years. Last year, the centre, which in 2008 had 20 million visitors, appointed former Saatchi & Saatchi chairman and COI chief executive Alan Bishop as its chief executive.
The building is the largest of its type in the world, home to the Royal Festival Hall, Hayward Gallery, Queen Elizabeth Hall, Saison Poetry Library and Arts Council Collection, and had a turnover of £43.3m between March 2008 and March 2009.
.jpg)
.jpg)