Brian Conroy + Bruce Illidge bridge the gap with launch of new agency My Generation Advertising
The launch of a new agency, My Generation Advertising, is set to bridge the generation gap between advertisers and Australia’s 7.3 million never-grow-old Baby Boomers.
The brainchild of Brian Conroy (ex JWT, Conroy Partners, and Ogilvy) and Bruce Illidge (ex Lintas, Masius and Illidge Thorp & Partners), My Generation Advertising knows how to think like Baby Boomers because they are Baby Boomers.
Says Conroy: “The Boomer’s generation is healthier, wealthier and more educated than their predecessors, and have grown up in a consumer society shaped by lifestyle, aspirations and choice. They have money to spend and dynamic lives to live, yet they are largely neglected by marketers.”
Says Illidge: “Most say they dislike the way advertisers communicate with them. When they see or hear advertising that doesn’t relate, or they can’t understand, they simply switch off. Boomers want advertising that speaks their language. It’s a tough call when most advertising is developed by creatives in their 20’s and 30’s.”
My Generation Advertising wants to help clients understand the potential of marketing to Boomers.
Says Conroy: “Today’s agencies don’t realise this generation has ‘been there, done that’. They have lived through five decades of the most exciting and creative advertising.”
Says Illidge: “To imagine they’re set in their ways and not worth pursuing as consumers is greatly underestimating their huge wave of purchasing power. They’re simply uninspired by what they’re seeing or hearing… waiting for new innovations, exciting products, creative ideas.”
“My Generation Advertising knows how to connect with the hearts and minds of Boomers,” says Conroy. “We tap into their likes, dislikes, emotions, goals, dreams and everything else that influences purchasing decisions. We get them. We are them.”
Conroy and Illidge have been talking to and persuading Boomers throughout their careers both locally and internationally.
Their experience in account management and creative roles covers many categories – FMCG, automotive, health, tourism, residential and lifestyle accounts amongst others.
For more information on My Generation Advertising, call Brian Conroy on 0418 277 393 or email brian@mygenerationads.com.au or visit www.mygenerationads.com.au.
11 Comments
Can someone smell denial? You can’t hang onto traditional media forever
This makes perfect sense and addresses a huge gap in the market.
We hear a lot about Millennials and we have a wealth of Millennial talent in the industry speaking to their cohort.
Boomers deserve the same.
And brands will reap the rewards!
Congratulations men and I love the outfits….no black T- shirts which is refreshing.
That was my longevity plan!
Oh well, back to the scratchies.
My Generation are not talking about sticking with traditional media … this is the exact type of misconception that proves how important is it to have an agency who knows Boomers.
To be able to speak to them in the right language, at the right time and in the right place.
Given that Baby Boomers are Australia’s largest group of internet users, making up 36% of Australia’s online population, this could well be online.
I sort of agree, but boomers don’t like to see themselves as old… Maybe why ‘grown-ups’ folded.
People try to put them down.
Boomers INVENTED the internet you idiot.
And they are the biggest online users, with the most money to spend. It’s not about telling them they are old, it’s about talking with them in a voice which has shared the same experiences.
I hope it’s a huge success.
Millenials are the followers. Now off you pop and try and invent something for yourself.
Gen X did. Check the facts.
Dear @what’s cooking?
It was indeed the Boomers who invented the internet. I think you need to be less trite and a little more erudite.
Stick it to them fella’s, show the young guns what experience really means!!!