The chief executive of the new charity formed through the planned merger between Age Concern and Help the Aged has been named.
Tom Wright, who is currently chief executive of VisitBritain, the non-charitable organisation that markets Britain as a tourist destination, will take up the new role in January.
He will be responsible for creating a name and a brand for the combined organisation, the two charities announced.
"I want to build on the success that Age Concern England and Help the Aged have achieved as separate charities over many years and create what I passionately believe will be one of the most powerful and influential new charitable and social enterprise organisations in the UK," said Wright.
"The challenges that face us are immense - the new charity will have to grapple with enormous social change as societies age worldwide.
"I want to help fashion an organisation that will have the influence to create change, to deliver flagship services that address the challenges of growing older both in the UK and across the world."
Wright oversaw the merger of the British Tourist Authority with the English Tourism Council to form VisitBritain in 2003.