Age Concern and Help the Aged announces appointment
Howard Lake | 18 August 2009 | News
A combined Karmarama and Kitcatt Nohr Alexander Shaw team has been appointed as the creative agency for the newly merged Age Concern and Help the Aged after a competitive pitch.
The newly merged organisation has a combined annual gross income in excess of £150m. It represents some 15 million hugely influential consumers, offering information and advice to over five million people, a retail estate of over 500 shops carrying out nearly 20 million customer transactions annually and supplies energy and insurance products to over a million customers – giving the Group a major presence in markets where older people are often poorly served.
The new organisation’s mission is to improve the quality of later life and to drive transformational change in a rapidly ageing society. By 2025 more than a third of the UK’s population will be over 55. Despite this fact, pervasive ageism continues while far too many people are unable to access products and services which allow them to fully enjoy later life.
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The new organisation will come under one new brand name in 2010 and intends to tackle the issues and market failures by shaping public policy through high-profile campaigns. It also plans to build on its leading edge position as a provider of advice, products and services tailored to the older marketplace.
Karmarama and Kitcatt Nohr will be developing joint plans to develop the profile of the new organisation as it seeks to integrate its marketing strategies under a single Group structure. Activity will include above and below the line campaigns across all media as well as developing work to run across all customer touch points including all of the Group’s 520 high-street shops which currently carry out 20 million customer transactions each year. The agencies will also be developing an ongoing supporter acquisition and retention strategy.
Nicola Mendelsohn, Chairman of Karmarama commented:
“The merged organization has a truly exciting mission which will build on the rich heritage of the two previous organisations. The task ahead is hugely important – this is an organisation which will seek to improve the lives of the entire older generation. As such, we are absolutely thrilled to be working with such a fantastic and high-profile client with such ambition and ideas.”
Marc Nohr, Managing Partner at Kitcatt Nohr Alexander Shaw added:
“The coming together of Age Concern and Help the Aged presents a huge opportunity to build a major new force – not only in the charity sector, but across the realms of local information, advice and service delivery as well as through tailored commercial activity. With the demographic tide moving ever older, this is a cause whose time has come. We are proud to be selected as partners in their endeavor.”
Lisa McCormack, General Manager of Brand, Age Concern and Help the Aged, commenting on the appointment, said:
“This is a major new phase for the merged Help the Aged and Age Concern and we are pleased to be working with such an enthusiastic and committed team.
“Throughout the pitch process, Kitcatt Nohr Alexander Shaw and Karmarama demonstrated real vigour in conveying an understanding of our vision, the challenges at hand and our commercial activities. We believe they are the right partners to help deliver on our exciting new mission.”
ENDS
Kitcatt Nohr background:
Integrated creative agency, Kitcatt Nohr Alexander Shaw (abbreviated Kitcatt Nohr, not KNAS) launched in January 2002 and is fully owned by Creative Partner Paul Kitcatt, Managing Partner Marc Nohr, Client Partner Vonnie Alexander and Chairman Jeremy Shaw.
The agency’s clients include Age UK, Toyota GB, Lexus, Glenfiddich, Britannia, NS&I, John Lewis, Waitrose, the Department of Health, WWF-UK and NSPCC.
For more information please contact;
Vonnie Alexander, Client Partner at Kitcatt Nohr on 0207 012 3950
Julia Conroy, Head of Marketing at Kitcatt Nohr on 020 7012 3989 or
jc*****@ki*********.com
Ali Waters, Director, AWPR Ltd T: 07947 472578/
aw**@al*******.uk
Or visit www.kitcattnohr.com
Karmarama background:
Full service advertising agency, Karmarama was founded in 2000 and is fully owned by Creative Partner Dave Buonagiudi, Managing Partner Ben Bilboul, Planning Partner Sid McGrath and Chairman & Partner Nicola Mendelsohn.
The agency’s clients include Nintendo, Nationwide Insurance, lastminute.com, Unilever, The History Channel, Costa Coffee and Coca-Cola.
For further information please contact:
Hannah Matthews, Marketing Director at Karmarama on 07870 116632 or
ha*****@ka*******.com
Or visit www.karmarama.com
At Age Concern and Help the Aged
Paul Bates
020 7239 1941/07730 912524
Pa********@he*********.uk
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.