The appointment follows previous work with the character four years ago to mark its 60th anniversary, marking six decades since previous owner Harry Corbett bought Sooty from Blackpool Pier.
Katie Phillips said that social media would be a focus of the work, which will also help promote recently released DVDs of the show.
She said: ‘Strategically we want to provide content on the website and tie in what’s going on topically with links to Olympics, for example.’
‘We also have original footage of the Harry Corbett show from around the 60s, so we will be both building on the nostalgia and also bringing Sooty up to date to appeal to both parents and those who know Sooty, but also a new generation. What he stood for back then hasn’t changed – it’s pure innocent fun and magic.’
The agency, which replaces Taylor Herring, will look to influence key bloggers while also focusing on children’s magazines and those aimed at parents like ABC Magazine.
It will also be organising visits to the studios where the show is filmed, and reaching out to TV, with programmes like the One Show or Daybreak being targeted.
The show was relaunched last year after going off air in 2004.