It has hired Kevin Brown to lead the charge.
However, the new agency structure was dealt a blow on Tuesday by the resignation of the managing director, Derek Robson, to join Goodby Silverstein & Partners in San Francisco.
BBH has labelled its new approach "the fourth discipline", indicating that engagement planning will sit alongside creative, planning and account management as a key plank of integrated communications solutions.
The new structure will be a blueprint for all of BBH's operations, with an initial focus on how the agency works in Europe.
Brown, who left Soul - the agency he co-founded - earlier this year, worked for ten years first at BBH and then at its media agency, Motive.
In his new role, he will run a team of engagement planners whose job will be to understand how consumers interact with content and are navigating the changing media landscape. These insights will then inform the entire communications process, especially creative development.
John O'Keeffe, the agency's executive creative director, will run the creative discipline, while Jim Carroll takes control of the planning plank.
The account management discipline will be led by Robson's replacement.
Nigel Bogle, BBH's worldwide chief executive, said: "The fourth discipline will make our product more relevant and more effective."