PUBLIC SECT0R: Age Concern commercial arm in PR push

A PR drive has launched to boost Age Concern coffers.

The charity's commercial arm, Age Concern Enterprises (ACent), is to

focus its efforts on the younger end of the elderly market - 50 to

60-year-olds - both regionally and nationally for the first time.

The move is seen as key to boost the £120m turnover of ACent,

which pumps all its profits into Age Concern.

Harrison Cowley's consumer division, headed by Alan Twigg, has been

taken on to handle a six-figure PR account.

According to Maunie Catcheside, HC account director,

the agency aims to secure 'considerable' coverage in the national and

local consumer lifestyle media.

HC's regional offices will be involved to handle the local media


Sabine Raabe, appointed two months ago as ACent PR and communications

manager, made the appointment of HC as she seeks to strengthen the

branding of ACent's specialist products and services.

PR was previously handled by agency Polhill.

Ad agency WWAV Rapp Collins has also been hired.

Catcheside said this latest campaign marks a significant shift in the

way ACent promotes itself.

She said: 'The priorities and needs of people aged 50 are significantly

different from people in their 60s and 70s.

'Bucketing them all into a "grey" market and trying to communicate with

them in the same way is no longer true to life.'

ACent is headed by CEO Tony Page. Raabe reports to head of marketing,

Peter Henry.

ACent's emphasis on the 50- 60s market is part of a charity wide drive

to communicate better with this age group. Neil Churchill, Age Concern's

first communications and marketing director, cited this as a key

priority when he was appointed in April (PRWeek, 20 April).

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