Australia Post has recognised the need to draft in help to market to older consumers, appointing an agency specialising in marketing to baby boomers and seniors.
After a pitch earlier this year, Senior Agency, an international network that set up in Australia last year, was appointed to Australia Post’s roster of ad agencies, which includes some of the biggest names in ad land.
But the real triumph is for the handful of agencies and marketers that have been banging the drum about how the mainstream marketing community ignores boomers and seniors. The number of people aged 55 to 64 will swell by 47 per cent over the next decade and the amount they spend on goods, products and services will grow by 61 per cent, according to Access Economics 2004.
The task of launching an advertising, direct marketing and PR campaign to promote the world’s biggest stamp expo, to be held in Sydney later this month, was given to Senior because the event’s target market is the over-55s.
« It’s an important market for us and we thought it appropriate to have an agency that understood that market properly, » said Samantha Lew, marketing manager of Australia Post’s philatelic division, which last year contributed $57 million in revenue.
She said a company would have to have been « hiding under a rock » not to be aware of how big the boomer and senior market was, and would be, in Australia. Both groups are largely ignored by the marketing community, except by the health industry and manufacturers of products aimed specifically at older people, such as hearing and orthopedic aids and, of course, funerals.
The agency will join the likes of Clemenger Harvie Edge, Publicis Mojo, DDB and Singleton Ogilvy & Mather on the roster.
Chris Cormack, managing director of
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