Retirement housing specialist McCarthy & Stone has appointed Creston agency EMO to handle its integrated marketing account following a competitive pitch.
The agency will be helping create and deliver a new communications strategy aimed at shaking up the market which will have a strong focus on local site-level activity.
Earlier this month, McCarthy & Stone pledged to invest £2bn in thousands of new retirement homes as part of plans to tap into the growing demand from over-65s looking to downsize.
The company plans to splash the cash over the next four years in buying land for about 12,000 homes, as it tries to reach its target of doubling annual production to more than 3,000 units.
The move follows the appointment of a new management team drafted in by McCarthy & Stone’s owners – TPG, Goldman Sachs, Alchemy Partners, Anchorage Capital and Strategic Value Partners – including former Persimmon chief executive John White as chairman and former Barratt and Mount Anvil executive Clive Fenton as chief executive.
McCarthy & Stone group sales and marketing director Kim Caldwell commented: “EMO stood out in a highly competitive pitch process. Their insight, creativity and focus on helping us deliver sales is really what we are after.”
EMO managing partner Simon Dodd, who only joined the agency three weeks ago, said: “What a fantastic start to my career at EMO – the chance to lead such a talented team and work with a category creating brand. We can’t wait to get started”.
The appointment is with immediate effect and new work is expected to appear in the autumn.
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EMO nets McCarthy & Stone task http://t.co/e1ao6KgxiB
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