Age charities appoint creative agencies

Age charities, Age Concern and Help the Aged have appointed marketing agencies Karmarama and Kitcatt Nohr Alexander Shaw to develop the profile of the joint organisation.

Elderly people

The charities announced last summer they would merge to form one organisation dedicated to improving the lives of older people, and will emerge under one brand name in 2010.

The merged charities are integrating their marketing activities and have tasked Karmarama and Kitcatt Nohr to create cross-channel, above and below the line campaigns. Activity will also include the group’s 520 high street shops. The marketing team is led by Amanda Ball.

The agencies were appointed after a competitive pitch.

Lisa McCormack, Age Concern and Help the Aged general brand manager said: “This is a major new phase for the merged Help the Aged and Age Concern. Throughout the pitch process, Kitcatt Nohr and Karmarama demonstrated real vigour in conveying an understanding of our vision, the challenges at hand and our commercial activities.”

By 2025, over a third of the population will be over 55, but the organisation believes ageism still proliferates and intends to tackle the issues and public policies affecting older consumers through high profile campaigns.

In March, the charities appointed SEO agency Steak to handle the online retention of its supporters.

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