Age Concern’s commercial division is understood to have appointed WWAV Rapp Collins to its advertising account, worth up to &£6m.
Tequila Payne Stracey also pitched to work on the account, which will initially focus on the financial services unit found within the new commercial division Age Concern Enterprises.
This offers ISAs, as well as pet, travel, motor and building insurance. The campaign is understood to include direct response TV and direct marketing.
Future campaigns will promote a new range of undisclosed Age Concern-branded products targeting the over-50s.
Age Concern has identified the over-50s as a lucrative market and wants to become the first port of call for the age group over the next ten years.
The commercial division already sells a limited range of products, including branded Christmas cards.
Age Concern has not traditionally devoted much of its budget to marketing, but is keen to boost its income by expanding and promoting its enterprise’s division.
Age Concern director general Sally Greengross has previously said that her main ambition is to establish financial independence for the charity from central and local government.
Tequila Payne Stracey and WWAV Rapp Collins have both worked on previous Age Concern campaigns.