The Open University picked AMV BBDO after a mandatory pitch that was announced and run through the Official Journal of the European Union.
AMV BBDO is tasked with creating TV, print, radio and digital work across Europe as part of a campaign that will launch the Open University’s "life changing learning" position.
Leagas Delaney was Open University’s previous pan-European ad agency, having won the account in 2011.
AMV BBDO will work with Rapp, which has retained its brief handling OU’s data work and added a customer relationship management role. PS London will also handle some creative briefs, while MediaCom will look after the media.
The selected agencies are yet to sign final contracts with Open University meaning they are, at present, still only preferred bidders.
Ian Pearman, the chief executive at AMV BBDO, said: "Open University invented open education decades before there was so much as a Ted talk on the subject. We look forward to building brand communications to match their ambition."