CHI's direct division, Hall Moore CHI, will handle direct marketing, while Naked Inside will oversee strategy.
CHI won the business following a pitch against HHCL United and Vallance Carruthers Coleman Priest.
Heyday, which launches in April, will rival Saga's scheme for the over-50s, offering members a number of incentives, including promotions and discounts.
The advertising and direct activity will target various age bands and segments.
All Heyday profits will be ploughed back into the charity to finance future Age Concern campaigns.
The work will focus on the scheme's financial services, but will also encourage members to reassert their influence in society, addressing issues such as how society perceives over-50s. Age Concern hopes to spark national debate on improving the everyday lives of the over-50s.
Heyday will be run independently of Age Concern and has registered its own website, , where members can access exclusive deals.
The scheme will also offer advice and information on issues such as preparing for retirement and coping with health problems associated with aging.
Age Concern anticipates that Heyday members will use the scheme to form local social networks.
Heyday will complement the existing Age Concern scheme, Age Concern Enterprises, which offers services such as affordable insurance.
Research conducted by Age Concern has revealed that most of its members believe the media portrays them negatively and about half believe that marketers ignore them.
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