The agency has been brought in for a 15-month consumer brief following a competitive pitch to promote the service, which will provide information and advice on learning and work.
Led by Anastasia Scott, client service director at Kindred, the team will focus on raising awareness of the service and driving its use at both local and regional level.
As part of these objectives, the key targets will include the regional press, as well as social media, Scott said.
'The service is both for those looking for a job and looking to get new skills, and has a key place on the government agenda of upskilling the workforce.
'There will be a very wide market for us to target, meaning we can use a number of channels to get the message across,' she added.
The NCS was launched earlier this month, with an event in Westfield London Shopping Centre attended by skills minister John Hayes, as well as celebrity chef Lorraine Pascale.
The campaign will also use everything from surveys to engaging with career advisers to spread the word, Scott added.