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Age Concern is talking to strategic planning agencies about

revamping its image. The charity aims to make itself more relevant to

the baby- boomer generation.

Marketing and communications director Neil Churchill, who joined Age

Concern from Crisis in July, said he would review the brand this

autumn.

He plans to appoint an agency to help pinpoint brand strategy.

The charity uses Wieden & Kennedy for its above-the-line advertising and

WWAV Rapp Collins for its direct mail account, but has not appointed a

planning agency before. Churchill has invited "two or three" agencies to

present ideas, but declined to name them. "We need to be sure that we

can communicate to a diverse range of audiences," said Churchill. "How

do we communicate ageing to baby boomers? Perhaps we need to create a

new tier to the brand."

He added that the 'Wonderbra' campaign, created for the charity by Good

Business in 1998, was a great idea that was never developed to its full

potential. The ad featured a 56-year-old model and the strapline 'The

first thing some people notice is her age'. "I am really interested in

that whole arena," he said.

Churchill also confirmed that Age Concern was planning further

promotional work with Microsoft, following a recent deal to provide

mobile IT training sessions in day centres and residential homes.

"Older people are the fastest growing market for use of the internet,"

he said.