The Safe Home Income Plans (SHIP) has taken on boutique financial services agency Beacon Strategic, led by former Virgin Money public affairs head Martin Campbell.
The move ends its retainer relationship with The Wrigglesworth Consultancy.
The pitch involved at least three other top city agencies.
Beacon has been tasked with reversing the negative reputation of equity release plans, which have been dogged by criticism, especially in light of the current sub prime mortgage crisis.
'You can’t tar the whole sector with the same dirty brush,' said Campbell. 'Yes there is the sub prime issue, but this focus is on people who have equity in property and want to know what they can do.'