BMP won the account following a review handled by the AAR and Age Concern's marketing director, Neil Churchill. DFGW and Vallance Carruthers Coleman Priest are also believed to have pitched for the business.
Age Concern spent less than £1 million on above-the-line advertising in the past year, according to Nielsen Media Research. However, the organisation has pledged £14 million to advertising next year in a bid to increase its profile and attract members.
BMP's brief will include working with Age Concern's commercial arm, Age Concern Enterprises, to develop the business.
Age Concern Enterprises sells products and services, such as home and motor insurance, gas and electricity, books and will writing, mainly to the over-70s.
The charity is now aiming to broaden the appeal of these products by developing a membership scheme aimed at attracting the support of the 55-plus age group. The membership scheme will enable the division to sell to a wider audience and increase revenues.
The money earned from the scheme will be channelled back into the charity to boost Age Concern's campaigning powers, including its lobbying of government on issues such as ageism, pensions and healthcare.
BMP's appointment follows a rebranding initiative that kicked off in May when the charity appointed Zalpha, WWAV Rapp Collins' consultancy arm, to make the brand more relevant to the over-50s.