BBC Worldwide has picked Droga5 Europe to advertise the launch of BBC Brit, a subscription channel that will air factual programmes aimed at men outside the UK.
The agency will create a campaign to run across TV, digital, social media and radio in spring 2015.
Sara Holt, the BBC’s head of brand and global campaigns, said: "Our challenge will be capturing the British blend of intelligence and self-deprecating humour that has proved so appealing to international audiences with programmes such as Top Gear.
"We look forward to Droga5 playing a key role in our mission to inspire global audiences with the brilliance of the BBC."
BBC Worldwide has an existing relationship with Droga5 Australia, which won a brief to launch another subscription channel, BBC First.
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