Agency: Fallon London
campaignlive.co.uk, Friday, 15 September 2000 12:00AM
Senioragency, the over-50s specialist shop in which Grey is the majority shareholder, has been hired to brand a financial services company targeting older consumers.
The assignment, from Over 50s Investments, marks a significant step forward from the fee-based project work on which the agency has relied since its establishment at the beginning of this year.
Senioragency's task will be to devise and implement a long-term brand strategy for the Bristol-based company, which has been running small Sunday paper ads produced in-house. The company says it wants to become a serious branded player in the sector within a year.
A new national press campaign using The Times, The Daily Telegraph and The Mail on Sunday is scheduled to appear before Christmas. Budgets have yet to be confirmed for the new initiative, for which MediaCom TMB is likely to handle media buying.
Formed by a group of independent financial advisers, Over 50s Investments claims to provide a simple and cost-effective way of investing money for the grey market.
Ken Penfold, Over 50s Investments' managing director, stated: 'Senioragency has a real understanding of the target market and, because of its relationship with Grey Worldwide, there is a phenomenal resource on which it can call to help us meet our objectives.'
This article was first published on campaignlive.co.uk