Stand Agency won a three way pitch for the account, with a brief to challenge perceptions of retirement living and to educate people about the options available for over 55s.
The agency will be responsible for creating campaigns over the next 24 months, which promote the value of older people in society and the importance of planning for retirement.
Stand Agency previously worked with Anchor on its Grey Matters campaign in August, which aimed to get people talking about retirement options earlier.
Anchor has also hired Four Communications to manage its specialist property PR portfolio.
Mario Ambrosi, head of communications and public affairs at Anchor, said: "In recent years we have driven big increases in awareness of Anchor and have ambitious plans for the future. Stand and Four impressed us with their ideas and their passion for communicating Anchor’s message of happy living for the years ahead."
Laura Oliphant, Stand Agency’s managing director, said: "It is an opportunity to work with an influential client in an area we are passionate about, our ideas enabling us to demonstrate our impact on Anchor’s brand awareness, understanding and sales."
Marion Hardman, head of property PR at Four Communications, said: "As the silver economy becomes an increasingly important part of the property market, our focus will be on how Anchor is delivering a premium product for a discerning audience."