The Cambridge Diet, the global weight management brand, has appointed Propaganda to develop its brand following a review that also included two unnamed London agencies.

The diet was launched commercially in the USA in 1980 and has been available in the UK since 1984, but it is now hoping to see its brand grow further.

Christopher McDermott, the Cambridge Diet's communications manager, said: "We are delighted to get Propaganda on board as we look to grow further. They will use their extensive commercial, strategic and creative experience to help us drive the evolution of The Cambridge Diet brand.”

Mike Phillipson, director at Leeds-based Propaganda, said “We are really pleased to have been appointed. The Cambridge Diet is a well known brand that now has the opportunity to become even more iconic and relevant in a sector that is fast moving and always changing.”