The world's gold producers have appointed Bartle Bogle Hegarty to handle an estimated pounds 50 million global brief.
The initiative by the World Gold Council is intended to halt gold's slide downmarket and to banish the precious metal's image as a flashy fashion accessory and restore its sophisticated appeal.
BBH, along with its media partner, Starcom MediaVest, pitched against Euro RSCG Wnek Gosper, BMP DDB, Publicis, TBWA/London and Wieden & Kennedy.
BBH will run the campaign out of London with support from its offices in New York and Singapore.
The advertising will attempt to bring back some of the emotion that gold evoked. Haruko Fukuda, the World Gold Council's chief executive, said: 'We're confident that in BBH we have found an agency that can create highly original advertising for gold.'