McCarthy & Stone repositions and rebrands ahead of marketing drive

01 June 2012

McCarthy & Stone, the UK market leader in later living development, has repositioned and restructured ahead of launching national advertising, digital, direct marketing and public relations campaigns.

The new brand positioning and identity better reflects the longstanding core values of the business. It is grounded in a belief that later living can be rich, rewarding and hugely fulfilling, and it communicates a purpose – to re-imagine and re-engineer ageing in a way that helps more people experience a greater life in later life. The changes are being led by Ali Crossley, a former Saga and Prudential director. 

Ali Crossley said: “As the UK’s ageing population trend continues, we expect that more than one third of all UK households will be occupied by those aged over 65 in the next 20 years. This is therefore a prime moment to re-evaluate the needs and aspirations of this age group.”

Through its long history of building and selling retirement apartments – over 45,000 people in the UK live in McCarthy & Stone properties – the company has gained a detailed understanding of the over 50s and their accommodation needs, including an appreciation of the misconceptions that exist within its market.

The company’s new positioning and campaigns aim to challenge the way people think about ageing while tackling the inertia that commonly exists around the subject of housing needs in later life. Ali Crossley added: “This audience is generally both misunderstood and poorly served. We intend to use our own extensive insight, supplemented by that of a newly created non-executive board of retired professionals, to help people embrace the possibilities of later life and to live it to the full”.

The extensive rebranding exercise has seen the commissioning of brand consultants, Unity, who helped to create a brand identity that truly reflects the McCarthy & Stone offering. Redweb is rebuilding and redesigning the company’s website, while Five by Five is working on direct marketing and incorporating the new branding and messaging into all customer touch points. Specialist publishing agency, River Group, has been appointed to produce an inspirational new quarterly magazine, Life & Living, and PR and communications consultancy Tala has been appointed to support relaunch activity and work with the non-executive board.

The new non-executive board is a dedicated and high calibre group of professional people, aged over 50, who have first-hand experience of making retirement decisions and who represent the target audience.  In addition to informing the company’s product development around the wants and needs of people in later life, the members are helping McCarthy & Stone to look at the issues affecting the age group.  By leveraging their experience and expertise, the company will supplement its current lobbying activity in a bid to bring about lasting change that improves lives.


For more information:

Andrew Baud,, 020 3397 3383 or 07775 715775

Kate Habberley,, 020 3397 3383 or 07943 333362


Notes to Editors:

McCarthy & Stone is Britain’s leading builder of retirement apartments, responsible for the construction of more than 40,000 homes for more than 45,000 residents.  The company is renowned for its focus on the needs of people in later life.