The agency won the work following a competitive pitch.
Taylor Herring will develop a campaign that will bring key characters from the Beatrix Potter 'Tales' series of stories into the 21st century through a series of public events.
There will be a separate social media campaign around next month's International Women's Day, positioning the author as an icon for modern-day women.
Taylor Herring will be part of a wider team of agencies – including in-house, licensed partners and charities – that will be running multiple events throughout 2016 to celebrate the landmark.
Silvergate Media has also been brought in to celebrate the anniversary by releasing commemorative products.
Taylor Herring managing partner James Herring said: "The word 'iconic' is often used without the subject being truly worthy – but the Beatrix Potter brand is fully deserving of such a plaudit. We’re beyond delighted to be working with Penguin Random House during such an exciting year and revealing a campaign that will be sure to please old and new Potter fans alike."
Susan Bolsover, head of licensing and consumer products at Penguin Random House, added:"Taylor Herring’s ideas really stood out for us – their understanding of what will create a 'wow' media moment was exactly what we were looking for. We cannot wait to share it with the public later this year."
