The PR agency Munroe and Forster will join the agencies in creating the first-ever campaign to build support for organ donation in the UK.
The campaign, which is expected to launch towards the end of 2009, is designed to deliver a significant increase in the number of people registering on the NHS Organ Donor Register.
AMV beat Rainey Kelly Campbell Roalfe/Y&R to the creative account, while MG OMD beat PHD and Carat to the communications planning business.
Henrietta Joy, the director of communications and public affairs at NHS Blood and Transplant, said: "There are more than 10,000 people in the UK who need a transplant, with 1,000 (three a day) dying every year on the waiting list.
"This campaign aims to convert people's good intentions about organ donation into active support. By joining the NHS Organ Donor Register people can make their wishes about organ donation clear. By discussing these wishes with their family and friends, they can ensure that they are respected."