BW oversees the UK's 200-year-old, 2,000 mile network of waterways and has retained the agency for six months.
Band & Brown is responsible for reviewing BW's consumer comms strategy and aims to encourage unfamiliar audiences to visit their local canal and BW's consumer website waterscape.com.
The account will see a secondee from Band & Brown delivering a programme of national, regional and locally targeted campaigns. These include a celebration of 40 years of leisure on the canals, a national wildlife survey and promotions of canal-side pubs and attractions.
BW head of comms Ed Fox said: 'As the network approaches its 250th anniversary we have a great opportunity to raise awareness of the value of waterways.'