Specialist agencies set up to target Britain's growing number of
over 45s are scaling down their activities in the wake of continuing
disinterest by advertisers in the market.
Prime, a creative and marketing consultancy set up to service clients
wanting to reach older consumers, has relaunched itself as a
business-to-business operation. It blames clients' failure to make
Steve Martyn, Prime's managing partner, said: "We still see the grey
market as an opportunity but we won't fall on our sword and die for
Meanwhile, Senioragency, the over-50s specialist agency which extended
its European presence to London 18 months ago in a joint venture with
Grey, has reduced its UK offering to specialist planning function.
Both agencies were set up to capitalise on what was seen as a
communications breakdown between older consumers and advertisers.
An obsession with youth was cited as the reason why the ad industry had
turned its back on more than 19 million Britons aged over 50, who
control 40 per cent of consumer spending worth pounds 145 billion a
But Prime's work has been restricted to modest assignments, including
one for the Anchor Trust, a housing association for older people, and
The Daily Telegraph, which commissioned research into the effect of the
advertising it was carrying on older readers.
Now the agency has relaunched itself under the name Seriously
Reg Starkey, its creative director, said: "We have to follow where the
business leads us - and business to business has become our major