Newgate will manage Hovis' corporate and financial PR, public affairs, as well as providing senior communications advice and press office support in the UK. Hovis is understood to want to step up its comms in these areas having not previously had an agency covering this work.
The account will be led by Newgate partners Clotilde Gros and Simon Gentry.
Cirkle initially continues to handle Hovis' consumer and trade PR, having won an expanded brief in February 2015, but will stop working on the account at the end of November.
Porta-owned Newgate began work at the end of September on the brief, after Hovis held discussions with agencies during the summer.
Other agencies shortlisted by Hovis included Maitland, whose sub-brand Maitland Political has in the past worked with Premier Foods, the outright owner of Hovis until 2014.
A majority (51 per cent) stake in the High Wycombe-based baker was sold to US firm The Gores Group in 2014, but according to the Gores website, Premier Foods retains a 49 per cent stake.
Another food client of Newgate is 2 Sister Food Group, the producer whose health and safety standards have come under scrutiny in recent weeks. Newgate became its first PR agency in 2015.
- This story was updated after publication with further detail on Cirkle's position