The process is in early stages and the RNLI expects to call a formal pitch in the coming weeks.
Pre-qualification submissions need to be completed by 18 July. The winning agency will be appointed in September and work on a campaign for 2017 and onwards.
The RNLI’s "Respect the water" campaign aims to halve the number of coastal fatalities by 2024 when the charity celebrates its 200th anniversary. It says that there are around 190 deaths in British and Irish waters annually.
A spokesman for RNLI said: "Applicant agencies must be able to demonstrate experience in developing public safety campaigns, working collaboratively on similar scale projects and activating national campaigns at a community level."
Leo Burnett won the account in 2013, and media planning and buying is handled by OMD UK which was also appointed in 2013.
Three weeks ago the RNLI released this year’s campaign highlighting the impact that unpredictable cold water shock can have, even in the summer.
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