Next year's campaign will build on its "Do something amazing" advertising from earlier this year, which featured personalities such as former cabinet minister Mo Mowlam.
An integrated DM strategy will focus on increasing the frequency of blood donations from people who are already on the NBS database.
Currently, just 2m adults give blood regularly, 6% of the eligible population. The NBS is keen to increase this to ensure that adequate reserves of blood are maintained in the event of a major emergency.
An NBS spokeswoman said: "Blood stocks are fairly healthy, but the donor base is static. We are always in need of new donors to replace those who reach the age limit, or stop giving for some reason."
The NBS also organises bone marrow donations and conducts research into improving the safety of blood.
Kitcatt Nohr pitched for the task in a process handled by COI Communications. Rivals on the shortlist included Partners Andrews Aldridge.
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