The decision follows the resignation of the business by Jones Knowles Ritchie, which is understood to have had a disagreement with the client over future brand strategy. JKR had worked on the brand for four years, during which time it became the UK market leader.
The cereal company has tasked Blue Marlin with integrating the Weetabix brand identity across its product portfolio, including Alpen, Ready Brek and Weetos, as part of an umbrella marketing strategy it is pursuing.
The design changes are likely to include a refreshed brand identity and revamped packaging for the company's main brands. Weetabix declined to comment on the changes.
In June, Weetabix began advertising its entire product range together for the first time with a £10m TV, press and outdoor drive. The work highlighted the brands' heritage as well as drawing attention to the health benefits of their wholegrain ingredients. TV ads used the strapline "What are you made of?"
The design rethink follows a change in ownership of the cereal giant, which was acquired by private equity firm Hicks Muse Tate & Furst for £642m in late-2003.
The company has been conducting a review of its agency relationships. This month it handed Walker Media its £9m media planning and buying account. The business moved from The Allmond Partnership without a competitive pitch.
Last December, Weetabix also moved its creative account from FCB London to DDB London.
In 2002, Weetabix overtook Kellogg's Corn Flakes as the UK's biggest cereal brand and retained the top spot in this year's Marketing's Biggest Brands survey.
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