St Luke's and communications planning agency Goodstuff are tasked with breathing new life into the paper-based personal organiser brand with a campaign set to break later in the year.
St Luke's won the account after a pitch against agencies including Fallon, which was also shortlisted in a pitch overseen by ISBA.
St Luke's claims the push will show a "fresh, contemporary image" designed to attract new users to the brand that became synonymous with yuppiedom in the 80s. Creative details and budget were not available.
Although the Filofax range now also includes briefcases and small leather accessories, the ads will focus on the core personal organiser business.
This is in direct contrast with brand owner Letts Filofax's strategy in February last year when it relaunched with press ads and in-store literature through CDT Design designed specifically to highlight its extended product offering.
At that time, it developed the positioning, "Everything in hand." Creative showed models in silhouette carrying Filofax products.
As part of its new marketing drive, Filofax will also appoint a PR agency.
Sharon Golbey, Filofax's marketing manager, said: "Filofax is as popular today as it has ever been but many people are still surprised that there are over thirty different colours and styles, in six sizes. Raising awareness of the variety of the range will be an integral part of the campaign."
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