Year at a Glance & Calendar
Toolkit Seminars
Toolkit Seminar - the Over 55's
“The Over 55’s – they’re ignored, they’re not brand loyal, and they represent a huge opportunity for brands”
by Andy Pierce, Head of Planning at MediaVest Ireland.
“…and by adopting this approach, we’ll reach the older audience anyway.” How often have we as advertisers and marketers used this or a similar over simplification of addressing an audience almost a million strong?
This research conducted by MediaVest debunks the myth that the over 55’s are brand loyalist. Quite the opposite in fact. Their new life stage means they are actively seeking new brands, new experiences and new opportunities. They are also a relatively wealthy, healthy, and tech savvy audience. Yet despite all of this, they are ignored by advertisers, and in turn are ambivalent towards them. This paper aims to both give a greater understanding of this group, and to show the significant benefits for brands who target this audience.
AAI Toolkit training is open to non members at a nominal fee of €35 and is free to AAI members. For more information and or to book at place, contact AAI via info@aai.ie .
Venue: Core Media, 16 Sir John Rogerson’s Quay, Dublin 2
Biography:
Andy graduated with a B.A. and M.A. in History from TCD in 2005 before making the obvious and natural progression into media planning.
Over the past 8 years, he has worked in both planning and strategy roles across Mindshare, Carat, and MediaVest, working on and leading some of the largest media accounts in the country such as Unilever, Heineken, eircom, Diageo, Adidas, Ulster Bank, O2 and Glanbia.
Andy joined MediaVest in 2012 as Head of Planning. He is responsible for leading the company’s consumer insights and research capabilities; and integrating these into communications and media strategies. This is done through MediaVest’s new planning initiative, the Human Experience Planning team, which Andy also leads. In 2013 the team’s work won a gold award at the Marketing Society Research Awards for their work on “Fathers and Sons” (Exploring the relationship between Fathers and Sons, and how this relationship can be used to improve road safety) for the RSA. In doing so, they became the first media agency to win an award at the Research Awards.
When?
Tuesday 21st January 2014 at 8:30pm - 10:00pm
