Director of fundraising Paul Farthing will oversee the charity's promotional initiatives and spearhead a £10m marketing push due to break in the spring. He joins from Cancer Research UK, where he was director of high value relationships.
As well as raising its profile, Age UK's next major campaign will aim to convey the reasons that the charities' merger will be beneficial.
The campaign will comprise TV, digital, press and direct marketing activity, as well as the launch of a website.
Karmarama and Kitcatt Nohr Alexander Shaw handle the account.
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