TBWA GGT Simons Palmer has won the account for Unicef's high profile children's rights campaign after a final pitch against M&C Saatchi in New York.
The wide-ranging project aims to push children's rights to the top of the international agenda ahead of a much anticipated UN conference on the issue in 2001.
A budget as high as £200 million has been mentioned, but no concrete media spend figure has yet been confirmed. This is due in part to uncertainties about billing arrangements with the non-governmental organisation.
TBWA's initial task will involve the development of a coherent brand for the worldwide initiative. This will be followed by an international campaign targeting corporations, governments and young people themselves.
According to Neil Christie TBWA's chief operating officer: "It's an extraordinary project and we are very proud to have been chosen."
Unicef had earlier raised eyebrows by concentrating its search in London rather than New York, where the UN is headquartered. The decision was said to reflect the consciously international nature of the project.
"TBWA have demonstrated an acute understanding of the brief as well as an ability to challenge perspectives on children's issues and proven experience of repositioning global brands," said UNICEF head of communications Corinne Wood.
Bates UK, BMP DDB, D'Arcy and Leo Burnett were also shortlisted, but were eliminated in an earlier round.