Eurotunnel has hired Brunswick after a six-way pitch to lead the work, which will initially involve conducting a perception audit, followed by a public affairs campaign based on the results of the study.
The agency pitched against Weber Shandwick, Citigate Public Affairs, Grayling Group, Burson-Marsteller and The Waterfront Partnership, which Eurotunnel currently retains for monitoring work in the UK and Brussels.
Eurotunnel stressed Waterfront's brief will not be affected by Brunswick's appointment.
The audit follows a similar survey by Euro RSCG in France last year, which found there was confusion over Eurotunnel and its role.
Eurotunnel director of public affairs John Noulton said: 'We clearly want to address any discrepancies between our perception of ourselves and that of the outside world so we can position Eurotunnel for the future.'