Millennium, the UK's largest agency specialising in the over-50s
market, is setting up a London office in an attempt to get more
mainstream advertisers on its client list and has appointed the veteran
adman Reg Starkey as its creative chief in the capital.
The Yorkshire-based shop, which has 50 staff and an annual turnover of
£7 million, wants to move away from its direct marketing roots and
further into above-the-line advertising to exploit the high levels of
disposable income found in the burgeoning "grey" market.
It already runs advertising targeting mature consumers for clients such
as the Bank of Scotland, AXA Sun Life and the Swinton Group.
But Kevin Lavery, one of Millennium's founding partners, commented: "We
hope that by opening in London we can attract more mainstream
Millennium's expansion flies in the face of difficulties encountered by
other "grey" specialists, including Seriously Bright, Starkey's former
shop, which relaunched itself as a business-to-business operation
because advertisers showed insufficient interest in the over-50s market
(Campaign, 29 June).