Grey London creates dedicated UK operation to target over-50s

Grey London is to be the first major UK agency to launch an offshoot dedicated to the burgeoning numbers of consumers aged over 50.

Grey London is to be the first major UK agency to launch an

offshoot dedicated to the burgeoning numbers of consumers aged over

50.



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

through it.’



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

months.



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

years.



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.’



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