The agency beat an undisclosed shortlist comprising a mixture of traditional and charity specialist shops to the business. The account was previously handled by WWAV Rapp Collins, which was not involved in the pitch process.
Craik Jones will be responsible for producing campaigns aimed at boosting funds by acquiring new supporters, while retaining and nurturing existing donors.
The charity, which is responsible for raising money to supplement the Great Ormond Street Hospital's NHS funding, aims to raise £50 million this year as part of an ongoing drive to double its fundraising revenues by mid-2009.
The decision is the latest change to the charity's marketing arrangements after it hired DraftFCB to handle its advertising last September, three months after appointing MediaCom to its £1.5 million media planning and buying business.