Press Release
28 September 2010
For immediate release
Research Report Highlights the Facts and Fiction of Marketing To Mature Audiences
A new research report promises to offer an invaluable one-stop source of vital information for marketers targeting today’s older, more mature, audiences. The impact of the UK’s ageing population is increasingly recognised by marketers, yet many lack a consistent and planned approach to targeting this diverse group, concludes the research by specialist agency, rhc advantage.
The agency, which claims to be the UK’s only creative marketing agency to specialise in consultancy and integrated marketing communications for mature audiences, has been strengthened with the appointment of Tom Wright CBE, Chief Executive of Age UK, as non-executive Chairman.
The research report, ‘Marketing and Mature Audiences’, is released on Friday (1 October 2010) and has been produced by rhc advantage. It is based upon the analysis and interpretation of over 200 data and research sources. It provides an authoritative and comprehensive introduction to the UK’s ageing population and its consequences for marketers, and in the process separates fact from fiction. It was produced in collaboration with two University Professors. According to the agency, there is no definitive UK-based text on the subject.
Mark Beasley, managing director of rhc advantage, said: “The UK population is ageing at an unprecedented rate. Traditional concepts of age and ageing are increasingly outmoded and ineffective as a basis for marketing planning. Our report will help marketers by providing information, insight and understanding of this complex and diverse audience, which will in turn drive more informed marketing planning and communications.”
The changes in the UK population structure are dramatic. There are already more adults aged over 45 than there are aged under 45, and the over-65s is the fastest-growing demographic group of all. Despite this, according to the report, only global brands like Coca Cola, Procter & Gamble and Unilever and specialists in older consumers such as Saga and Stannah, appear to have a clear strategy for addressing the realities of the UK’s ageing population.
Commented Wright: “To meet the current and future needs of the UK’s ageing population, it is important that the issues and opportunities associated with older people are communicated on the broadest possible platform. It is particularly important that this is done from a marketing perspective and I believe that many businesses, brands and organisations will benefit from the insight and expertise that rhc advantage brings to the mature market.”
The agency provides both consultancy and marketing communications services. Creative Director Richard Collyer commented: “It is absolutely crucial that not only are we able to help organisations to gain insight and to plan, but that we also able to help them execute. We believe that our creative expertise enable us to deliver exceptional branding, design and integrated marketing communications solutions.”
-Ends-
For more information please contact:
Lindsay Complin or Beccy Whittles at Pilotmax
T: 0208 334 0200
E: pr@pilotmax.co.uk or beccy@pilotmax.co.uk
NOTE TO EDITORS
1. For further information, please visit http://www.rhcadvantage.co.uk or contact Mark Beasley on 020 7193 2361 (direct) or via mark@rhcadvantage.co.uk. Beasley is also available for comment and interview.
2. ‘Marketing and Mature Audiences’ is a comprehensive review of relevant data and research, which draws upon over 200 sources. It is intended as a single-source introduction to the subject of older, more mature, audiences and marketing in the UK - something which does not otherwise exist. It was produced by rhc advantage with direction from Professor David Gilbert, Professor of Marketing at the University of Surrey, and was reviewed by Professor Paul Sweeting, Professor of Actuarial Science at the University of Kent. A
presentation of the main findings, together with a copy of the full report document, is currently being offered to interested client companies on a complimentary basis. .
3. rhc advantage is an independent creative marketing agency that provides marketing consultancy (research and planning) and integrated marketing communications services (branding, design, digital, direct and promotion). www.rhcadvantage.co.uk
4. Biographies of Directors:
Mark Beasley - Managing Director
Mark was co-founder of one of the UK’s leading marketing communications agencies, Perspectives, which was acquired by Sir Martin Sorrell’s WPP group in 1999. Post-acquisition, he worked for WPP as part of a global communications planning team for a number of years. More recently, he has worked as a consultant for organisations in the UK and abroad.
He has 30 years experience of planning and managing successful marketing and communications programmes, working with more than 100 client companies, in most markets and sectors. His experience covers all types of marketing and communications including advertising, brand & corporate planning, direct marketing, integrated marketing communications, marketing research and planning, new product launch and sales promotion.
He has an MBA (Master of Business Administration) and is a social science graduate. He was admitted to the Marketing Society in 1989, is a member of the Chartered Institute of Marketing (MCIM), and was elected a fellow of the MCCA in 2000.
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Richard Collyer - Creative Director
Richard has over 25 years experience in the creative design, brand marketing and communications business, as a creative consultant and creative director. He has worked with numerous private and public sector organisations in both consumer and B2B markets.
His strategic thinking and inherent ability to translate a creative brief quickly are unique attributes for a creative. Richard has the skills and expertise to consistently apply original thinking to develop concepts that engage audiences and deliver tangible commercial results. He combines a passion for detail with an uncanny ability to find simple solutions to previously complex communication issues.
Richard is the founder and creative director of rhc visual strategy, a full service creative agency with a blue chip client list that includes Alamo and National, Fiorano Ferrari, Chelsea Football Club, Carlsberg Tetley, Diageo, Starwood Hotels, InterContinental Hotels Group, Rothschilds, SEGRO, WSP Group and Citibank.
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Tom Wright CBE - Chairman
Tom Wright is Group Chief Executive of Age UK and is non-executive director and unpaid Chairman of rhc advantage Limited. In January 2009, he was appointed by Age Concern and Help the Aged to lead the two organisations through a successful merger into Age UK – a charity and social enterprise.
Tom was previously Chief Executive of VisitBritain. Prior to this, he was a Board Director of the Saga Group and Managing Director of Saga Holidays. Tom is a marketer by training, who has worked in marketing roles with organisations including Anchor Foods, Carlsberg-Tetley, United Biscuits and Center Parcs, where he was European Sales and Marketing director.
He is a Trustee of the Imperial War Museum and Chair of their Trading Company. He is also Chair of STAR, the self regulation body for the ticketing industry, and Chair of the British Gas Energy Trust. He also sits on the board of the DEC (Disaster Emergency Committee).
He was awarded his CBE in January 2007 for services to the British tourism industry.
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