Charity Age UK has reappointed Neverland as its lead creative agency, charged with overseeing the integrity of its brand and fundraising campaigns.

The move comes at the culmination of a review process launched by the charity at the start of the year, and marks an expansion of Neverland’s remit.

The London agency’s reappointment will see Age UK’s brand and fundraising teams work with one creative for greater efficiency.

“After a very competitive pitch we are delighted that we will be reappointing Neverland as Age UK’s lead creative agency,” Age UK chief comms and brand officer, Louisa Fyans said.

Subscribe to Marketing Beat for free

Sign up here to get the latest agency-related news sent straight to your inbox each morning

“We are moving to a closer integration of our brand and fundraising marketing, in order to deeply engage more people in our cause and mission. We believe that Neverland will be the best partners to support us on this journey due to their strategic and creative vision for our brand.’

Concluded in March, the final pitch process involved three competing agencies and was handled by AAR. The first campaign from this new partnership will launch in Q3 of this year.

Neverland CEO Josh Harris said: “Sometimes in a relationship, you choose to renew your vows. It’s a show of trust, pride and commitment.

“We’re absolutely buzzing about renewing ours with Age UK. We’re wearing this win like a badge of honour,” he added.