Design creativity and a clear understanding of the youth market has won the Southampton Institute account for Southampton-based marketing communications agency, Carswell Gould.

Fourteen agencies, including several from London, were presented with the institute's brief to develop a suitable campaign for the college's summer advertising programme.

Five agencies submitted detailed proposals and presentations before the three-year account was awarded to Carswell Gould, which also includes the Nuffield Theatre and the Bargate Centre in its portfolio of Southampton clients.

Carswell Gould's successful pitch focused on the increasing trend for young people's preference to interact with the messages and media specifically directed at them.

This trend is reflected through popular interactive television programmes such as Pop Idol. Established more than four years ago, Carswell Gould has rapidly developed a reputation for highly-creative work and strategic planning.

The agency played a pivotal role in obtaining nationwide coverage in B&Q for client Stikatak's flooring products.

It also achieved substantial national media coverage for its work with Comic Relief's 'Say Pants to Poverty' campaign.

"The whole team is thrilled to have been awarded the Southampton Institute account," said Gill Gould.

"Having spent a considerable amount of time carefully researching the diverse target markets, we were confident of the correct positioning of our message but were naturally aware of being up against a number of substantial agencies.

"Winning the account is a major achievement for us and we are looking forward to working closely with the institute to develop a highly- interactive and eye-catching campaign."

Speaking for Southampton Institute, marketing and recruitment manager Pat Mayward said: "We were very pleased to be able to award the account to Carswell Gould and are now anticipating an extremely interesting and unusual campaign this summer."