Millennium sets up in London and hires creative Reg Starkey

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).