The agency won the brief after a competitive pitch, which also included Abbott Mead Vickers BBDO, VCCP and a WPP team from Mindshare and JWT London.
A consortium of England Rugby 2015 (part of the Rugby Football Union) and the International Rugby Board ran the pitch. The former Euro RSCG Wnek Gosper chief executive Brett Gosper heads the IRB.
BBH already works on the RFU’s advertising account.
It is understood that the agency will be tasked with promoting the tournament, which kicks off on 18 September 2015 with England playing at Twickenham, and generating ticket sales.