It’s time to grey out your creative department

Posted: November 2, 2012 in Uncategorized

Recent statistical sales figures from the American Bureau of Statics indicates that the over 55 age group now accounts for the highest dollar for dollar expenditures than any other group.
That should send a strong message to any advertising agency: “Get your head around those grey heads”.
As a creative director for almost 40 years, I have noticed that in the past few years ad agencies seem to scoff at anyone with a touch of grey. Consulting with agencies across North America I am often surprised by the lack of senior creative people. It only makes sense that if ad agencies want to create marketing campaigns that attract more senior buyers, they would employ some senior minds in the creative process. Sure, agencies are consumed with being hip and with it, but with so many dollars at stake shouldn’t they glance backwards and develop campaigns that stimulate the 55 plus market?
Next time you sit down for a brainstorming why not involve some older and perhaps wiser creatives in your psyche?
Ignoring this major profit engine can only lead to weak creative solutions that are more concerned with what’s hot rather than what works.

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