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Ad agency keen to tap into gold in oldies

The New Zealand Herald , 10/1/07

Abstract:

It is one of anomalies of the marketing age, says French adman Jean-Paul Treguer, that as the population gets older marketers are increasingly focused on youth.

Treguer is the managing director of the ad agency Senioragency, which targets selling to the over-50s.

He says the demographic has most of the spending power but is ignored by an ad industry obsessed with youth.

Treguer, 52, was in New Zealand last week to talk about targeting the baby boomer generation.

"The presumption they have an unmovable attachment to established brands is ridiculous," he said...

..."People aged older than 50 make up 33 percent of the New Zealand population, consume 7 percent more than the under-50s and own 60 percent of the purchasing powers.

"And yet people over 50 attract just 5 percent of the marketing spend."

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