Age UK launches with segmented mailing

Launching its new brand following the merger of Help the Aged, Age Concern and several subsidiaries, Age UK is carrying out a segmented mailing to supporter.

A database of 2.5 million existing contacts, covering supporters, customers and users of services, has been sent a highly-segmented mail pack to support the launch on 5th April. The mailing is part of a range of activities carried out for the charity by Kitcatt Nohr Alexander Shaw.

Lisa McCormack, marketing director for Age UK, says: “With the launch of our new brand, we have a unique opportunity to speak to people in later life and begin to build awareness for Age UK, of who we are and how we can help. We also need to raise awareness of our services and commercial products to provide better support to people in later life. We believe the activity we’re putting in place will help us achieve our goals and ultimately deliver our promise to our audience.”

Kitcatt Nohr has worked with creative agency Karmarama on the positioning and marketing campaign, including TV and print ads, for the charity, while Manning Gottlieb OMD has developed the media strategy. Digital channels will play an increasing role in the future.

Marc Nohr, managing partner at Kitcatt Nohr says: “The coming together of Age Concern and Help the Aged as Age UK has created a major force in the sector, but also in the realms of local information, advice and service delivery for the over-Sixties. With the election looming and the demographic tide moving ever older, this is an ideal time for Age UK to emerge to champion, empower and improve the lives of the older population.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here