The agency has been hired to spearhead a PR drive to 'contemporise' the brand, a remit that had formerly been held by seven-year incumbent Attenborough Associates.
Wedgwood is diversifying from its roots in ceramics into areas such as linens, luxury teas and cutlery as it bids to reposition itself as a 'luxury home lifestyle' brand.
One of the main aspects of Ketchum's consumer PR activity will be promoting the flagship store, which is set to relaunch this autumn, in London's Regent Street.
Attenborough Associates declined to take part in the pitch, with account director Sonya Corrigan saying: 'We thought it was time to move on.'
A five-strong Ketchum team, headed by associate director Richard Brett, reports to Wedgwood marketing director (Europe) Laura Hicken.
Wedgwood is part of Ireland-based Waterford Wedgwood, which reported a 40 per cent increase in first-half operating profits to £25.7m in November last year.