MD David Fuller will head Red's 15-strong UK and Ireland team and report to Braun's London-based business unit director Georg Mueller-Hof.
The brief, said to be worth in the region of £750,000, represents one of Red's biggest wins so far this year - and indicates Braun's determination to strengthen its brand name in an increasingly crowded market.
'This is a significant win for us,' said Fuller. 'Braun lacks the respect it deserves. This campaign will aim to give credit where it's due.'
Fuller said the open-ended brief would see Red invest heavily in the brand's reputation and seek to highlight Braun's 'innovative' work and design.
The agency will run campaigns in five product and trade areas, including haircare, household goods, men's and women's hair removal, and health and wellbeing.
'Our mission is to demonstrate that every one of Braun's products is designed to make a difference and we want people to choose the brand as a lifestyle choice, as well as for quality and performance,' said Muller-Hof.
Braun, which is owned by US giant Gillette, has a product range including shavers and razors, Oral-B electric toothbrushes, and plaque removers.
Last February, Freud Communications won the Braun Oral-B UK consumer PR account, after a three-way pitch. (PRWeek, 2 February 2001).
Braun, which was founded in 1921, is headquartered in Frankfurt, Germany, and makes around 200 electrical appliances.
The Red Consultancy recently scooped the consumer PR account for Cif cleaning products (PRWeek, 11 January). The brief sees the agency handle consumer PR for the full brand portfolio of home and bathroom cleaning products.