The agency will work on the year-long national campaign, which is backed by Burnley Bondholders – a network of more than 150 organisations based in the Lancashire town.
The campaign follows a period of significant regeneration and seeks to change perceptions and drive inward investment to the town. Burnley was named Most Enterprising Area in the UK by the Department for Business, Innovation and Skills in 2013.
Burnley Borough Council chief executive Mick Cartledge said: "This is an exciting time for Burnley; a town that makes things, consistently delivers on quality, wins awards and delivers on infrastructure, developments and investment.
"The Weber Shandwick team impressed us with its proven track record of delivering against similar objectives for some of the North’s most famous towns. We wanted to appoint the agency we believed would be the very best advocate of Burnley and the Weber Shandwick team convinced us of that with its enthusiasm for the project and knowledge of the area."
Jo Leah, Weber Shandwick MD and chair of English regions and Wales, added: "2014 saw a huge focus on the North of England and its future as an economic powerhouse.
"2015 is about galvanising this ambition for the North further; challenging national perceptions of northern towns and cities, shouting about our successes and championing innovation."