Age Concern Enterprises, the commercial division of the charity, is on the verge of appointing an agency to its &£6m advertising account.
WWAV Rapp Collins and Tequila Payne Stracey have been shortlisted for the business.
The initial ads will focus primarily on products from Age Concern Enterprises’ new financial services unit, which offers ISAs, as well as pet, travel, motor and building insurance. They will then concentrate on a range of undisclosed product launches targeting the over-50s.
The commercial division already sells a limited range of products, including branded Christmas cards. It has traditionally spent little on marketing, which has been overseen by Tequila Payne Stracey, but the charity is keen to boost its income.
It is understood the account will incorporate direct response TV and direct marketing.
WWAV has previously worked with Age Concern’s fundraising arm.
WWAV and Tequila Payne Stracey declined to comment on the pitch.