Age Concern England has appointed BMP DDB to work on a &£12m advertising campaign for a new commercial venture for the over-50s that will rival Saga.
The review was handled by the AAR and Age Concern communications and marketing director Neil Churchill oversaw the appointment. Vallance Carruthers Coleman Priest and DFGW are also believed to have pitched.
The project will be run by the charity’s trading arm, Age Concern Enterprises, but profits will revert to the charity. Age Concern provides a variety of support services that are mainly used by the over-70s. However, the charity wants to target maturing “baby boomers”, extending its market to the over-50s. Using its local network centres and shops, it will offer a range of services, such as social events, evening classes, holidays and financial services.
Age Concern director-general Gordon Lishman last year introduced a membership project. It is understood to be modelled on the American Association for Retired Persons, which has over 35 million members.
Specialist not-for-profit marketing agency Whitewater is not affected by BMP’s appointment and will continue to work for the charity.
Age Concern is the UK’s largest organisation for the elderly, employing more than 8,000 people, and has 2,000 shops.