The National Citizen Service has picked Karmarama to handle its ad account after a competitive pitch.
The agency battled against Above & Beyond, Poke, The & Partnership, VCCP and Wonderhood Studios to win the brief. Ogilvy is the incumbent.
Karmarama will work on a new brand identity and campaign that "repositions NCS in youth culture". The not-for-profit organisation is planning to release a £1m integrated campaign that will run across traditional and digital media later this year.
Miriam Jordan Keane, chief marketing and sales officer at NCS, led the process.
Pitches took place at the end of April. The brief is worth about £1m annually over four years for ongoing marketing and creative services.
James Denton-Clark, managing director at Karmarama, said: "The summer after your GCSEs is a transformational one, crammed with young people craving independence and ready to make a difference in the world. NCS is an extraordinary programme that helps equip them to do that and we’re proud to play a part in that journey."