The first Association of Advertisers in Ireland (AAI) Toolkit seminar of the year will debate the issue of the over-55s. MediaVest head of planning Andy Pierce (pictured) will discuss how older consumers are being ignored, whether or not they are brand loyal and to what extent they may present a significant opportunity for brands.
Is ageism costing marketers?
MediaVest researched the topic and found that while the word ‘technology’ can be intimidating, technology itself is an enabler. Pierce points to growing ownership of tablets and how the over-55s are, relatively speaking, better off financially than their successors. A study by IAPI showed the average age of an agency executive was 34 and Pierce questions whether this is leading to ageism in adland.
The AA seminar is in Core Media’s offices at 8.15am on Tuesday, January 21.
For full details, click on www.aai.ie