Grey London is to be the first major UK agency to launch an
offshoot dedicated to the burgeoning numbers of consumers aged over
The move is a joint venture between Grey and Senioragency, which claims
to be the only European agency producing advertising specifically for
the 50-plus age group.
It comes amid mounting criticism of agencies and advertisers who are
being accused of alienating Europe’s 130 million over-50s, a growing
market with huge amounts of disposable income.
Steve Blamer, Grey’s chief executive, said: ’Lots of people have talked
about doing this but we now have a leg up on the competition. The
opportunity has been created by a gap so wide you could drive a truck
The operation will be headed by Neil Jenner, an executive director at
Grey for the past seven years. Initially it will draw on the resources
of the main agency but will be a standalone operation within six
Like other Senioragency offices in France, Belgium and Holland, it will
not pitch for business.
’We hope that the interest we’ve already created will generate enough
business after six months to cover our investment,’ Jenner said.
Senioragency is the brainchild of its president, Jean-Paul Treguer, a
French adman who has been specialising in the 50-plus market for 11
His clients include Renault, Estee Lauder, Avis, Barclays, Danone and
Kraft Jacobs Suchard.
Although 80 per cent of its activity is creating ads, the agency also
runs training seminars and marketing taskforces for clients as well as
advising on product development and package design.
’It takes time to break down preconceived ideas,’ Treguer said. ’But
this is a fabulous market. It’s difficult to address but it’s loyal, has
lots of money and it’s growing.’