The event, which will take place on 1 March, is aimed at encouraging reading among young people. A report by the National Literacy Trust last week revealed that one in three children in the UK did not own a single book.
The issue of child literacy is expected to remain high on the political agenda, as the number of children without a book has tripled from seven years ago.
The appointment of Consolidated follows a competitive four-way pitch process.
The agency will work with the WBD’s executive committee, comprising leading publishers and book retailers, to devise activity that builds anticipation in the run-up to the event among parents, children, teenagers and teachers.
Consolidated PR head of consumer Liz Fay, who will lead the agency team, said: ‘Helping more children experience the pleasure of reading remains high on the national agenda, and World Book Day is a fantastic initiative by the book industry to boost literacy.
‘We are looking forward to helping build on the success of previous campaigns.’
WBD director Kirsten Grant said she hoped the agency would ‘inject a new level of excitement about the day’.
The agency’s brief is to help drive redemption of more than a million £1 book tokens, given to schoolchildren in the UK and Ireland. The tokens can be exchanged for one of eight specially published World Book Day £1 books – including titles by authors Jacqueline Wilson and current children’s laureate Julia Donaldson.
Creative campaign strands will involve collaboration with authors and celebrity ambassadors, as well as support for activities in schools, bookshops and libraries.