UKTV has hired BMP DDB to handle its £11m advertising account for UK Gold, UK Gold 2, UK Drama, UK Horizon and UK Style.
BMP pitched against Banks Hoggins O'Shea/FCB and Duckworth Finn for the business, a joint venture between the BBC and Flextech.
"BMP understood our brand and had an immediate grasp of our needs," said UKTV marketing director Julia Weston.
"They have a clear understanding of our target market and our desire to build the brand beyond television."
Jorian Murray, client services director at BMP, added: "We are delighted to have the opportunity to work with the UKTV team.
"There was a clear meeting of minds during the strategic pitch process and we're looking forward to producing some truly outstanding creative work."