BMP wins £12m ‘Saga rival’ task

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.

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.

Recommended

TUI ditches Britannia airline brand

Marketing Week

Holiday company TUI UK is ditching its Britannia Airways brand after 40 years, and is bringing the charter airline under the aegis of its Thomson Holidays brand. TUI management believes there is much stronger consumer awareness of Thomson than of charter airline Britannia. The company wants to compete with the no-frills airlines and believes it […]

UB appoints cider boss to McVitie’s role

Marketing Week

United Biscuits (UB) UK has appointed former Bulmers marketing controller for beer and cider Sarah Heynen as brand director for the McVitie’s portfolio. Her appointment comes just a week after it was revealed that former Bulmers group marketing director Jon Eggleton had scooped the top marketing job at the biscuit giant (MW last week). Heynen […]

Comments

    Leave a comment