The strategy will include improved donor relationship management and a commitment to target new audiences.
The agency was appointed following a four-way pitch managed by the Central Office of Information (COI) which also included EHS Brann, Kitcatt Nohr Alexander Shaw and Rapier.
The National Blood Service aims to increase the number of people giving blood by engaging more directly with key groups and addressing their individual concerns and questions.
In a drive to improve retention, donors will also be given choices about how the National Blood Service communicates with them and how frequently they wish to donate.
Sam Bridger, Assistant Director – Session Strategy and Marketing at the National Blood Service, says: “We were impressed by the strategic insight and energy demonstrated by TMW during the pitch. We’re looking forward to working with them and are confident they will help us with the various challenges we face”.
The National Blood Service launched a £2.5 million television campaign last year featuring people in every day scenes who are unaware they will need blood in the next few days.
The campaign was created by Delaney Lund Knox Warren.