MPG Media Contacts will be responsible for media planning and buying across all channels for Penguin's diverse portfolio in the UK, which includes Viking, Penguin Classics, DK and Puffin.
Total Media, which has been the incumbent agency on the account for around 26 years, did not repitch.
The deal follows two other significant wins for MPG Media Contacts this year, the first being its appointment by Lacoste, and the second, the £8m Carnival cruise operator account.
Tom Weldon, chief executive officer of Penguin UK, said: "Penguin likes to take the most creative line in its approach to marketing and MPG Media Contacts has already shown a thorough understanding of that."
Natasha Murray, head of client services at MPG Media Contacts, said that the agency had enjoyed working with Penguin throughout the process and were looking forward to "adding real value to their business."
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