The company, owned by former Boomtown Rat Bob Geldof, will work alongside new agency Leagas Delaney, which won the creative brief after a final three-way shootout against Hooper Galton and incumbent Ten Alps RMA. The pitch was handled by the AAR.
Expected to launch in January 2007, the media activity will incorporate television, press and online.
Jon Stannah, Stannah managing director, said: "Ten Alps RMA's specialist knowledge of the 50-plus grey market has proved invaluable and I am pleased to retain these skills as we go forward with our new creative direction."
Ten Alps will now work with Leagas Delaney to promote the Seymour Powell-designed products and will "challenge consumers to discuss mobility issues and strip away any stigmas that may have been associated with the category".
Stannah said it hopes to target its products to the more affluent elderly market, rather than aiming it at just the disabled and OAP market.
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