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The organisation, which has more than 620,000 members across the UK, wants to increase the number of girls and women involved in the movement.

Half of all women in the UK become a member at some stage in their lives.

Quiet Storm, which won the estimated £500,000 assignment after a four-way pitch, has been briefed to create press and radio advertising that will run prior to, and during, next month's Girlguiding UK Recruitment Week.

The campaign will focus on recruiting leaders and unit helpers in four initial areas, including Scotland and the West Country.

Girlguiding UK has taken an increasingly commercial approach since rebranding from its former identity as The Guide Association last year.

In February, it launched its first cause related marketing partnership when it signed a deal with food manufacturer Victoria Foods to launch Brownie-branded biscuits.