Grey won the business after a pitch against Mustoes, McCann Erickson and TBWA\London.
Delaney Knox Lund Warren, the incumbent on the account, decided in March not to take part in the pitch, which was run by the Haystack Group.
Grey will now work on adapting the new 拢150m global brand campaign, which broke in the UK last month, for key markets in Europe. Sister agency MediaCom will handle media buying for the campaign.
The advertising was created by Whybin TBWA in Sydney and introduced a new strapline: "Australia. A different light". The aim of the campaign is to highlight different aspects of Australia such as food and the arts, rather than simply relying on picture postcard images.
The UK campaign uses iconic Australians such as the singer Delta Goodrem and the poet Les Murray, but also uses a voiceover by Michael Parkinson and features the DJ Jonathan Coleman, who is not well-known beyond the UK. It broke on May 26 and will run for four weeks on television, cinema and outdoor.
Delaney Lund Knox Warren created the outdoor, online and interactive TV elements of the campaign. UK media is through BJK&E.
Emma Bradley, marketing director Europe for the ATC, said: "The initial brand launch campaign is only the start of the journey and our challenge is to roll out the new brand across Europe.
"Grey demonstrated an excellent understanding of our strategy, offered creative media solutions, affinity with Australia, a strong European network and through-the-line ability. We are looking forward to working with Grey to take brand Australia forward."
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .