Euro RSCG will be tasked to create an integrated campaign, including advertising, cooperative promotion, digital, social media, POP and mobile, to increase the demand for wool across both trade and consumer audiences.
On the appointment, David Jones (pictured), global CEO of Havas Worldwide and Euro RSCG Worldwide, said, "Woolmark is one of the most recognised symbols in the world. It's a great opportunity to utilise our expertise in retail and fashion."
Work on the account is expected to launch in September with Euro RSCG London leading the team that will work to position AWI and its related brands in the luxury fashion market.
AWI head of global marketing Rob Langtry, said Euro RSCG demonstrated a strong understanding of the strategic challenges facing wool and the company's desire to work with partners and reconnect with consumers.
Langtry added, "We need to talk to a new generation of consumers. Euro RSCG has a very strong strategic and creative hub in London, and equally strong across China, Japan and the USA."
AWI represents more than 29,000 Australian wool growers and owns the Woolmark brand globally.