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When it comes to promises to leave
money to charity, putting your money where your mouth is does
not come so easily to residents of Sydney's wealthiest suburbs. more |
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Chris Cormack … Baby
boomers are brand savvy
and influential customers. more |
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Helen Clark's
not the only women in her mid-50's to wield tremendous power.
According to Chris Cormack, every women in that age group
is very influential. more |
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Chris Cormack comments
on some big industry mistakes when marketing to seniors. It is so very easy to say that Australia's
population is ageing and that we all must, as concerned marketers,
start looking towards this great and growing audience as the
salvation for our brands. More |
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People in their 60's
are the happiest consumers in Australia, while their children
aged 40 to 49 are the "grumpy decade" , according
to a new study from AustraliaScan and the consulting firm Senioragency
Australia.
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Baby boomers are eyeing
off the younger generation's gear. Julian Lee looks at the
reasons why.
Anything is possible with the baby
boomers, says the study's auther, Mike Morrison. "Let
us not forget that more than any other this generation has
defined itself by its search for eternal youth," says
Morrison, strategy director of the ad agency George Patterson
Y&R, which surveyed the attitudes of 2000 consumers to
1245 brands.
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Australia's older
baby boomers might be contemplating their 60th birthdays but
as John Wright reports, that doesn't mean they intend slowing
down any time soon.
The way marketing consultant Chris
Cormack tells the story there's nothing especially suprising
about it, though it might have been considered remarkable
in another age.
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Their parents won
the war and now a battle is being fought for their hearts
and minds. And although one term - baby boomers - is used
to cover them, one
advertising pitch certainly won't.
SeniorAgency Sydney managing director
Chris Cormack says it's a mistake to
treat as one market those born to the great population explosion
after World
War II, as B&T reports.
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They've got money
and power but not the ad industry's respect. Julian Lee reports.
Australia's 4.5 million baby boomers
control more than a third of the country's wealth and are
only a few years away from becoming the dominant demographic,
but marketers not only ignore them, they're beginning to humiliate
them.
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With
baby boomers in charge, who's the most powerful person in
Australia? It's the 58-year-old woman.
Senioragency Australia managing
director Chris Cormack said the mature boomer's power came
from her ability to influence across generations. More
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Baby boomers are ageing
on their own terms, as wise politicians will note, writes
Leon Gettler.
The next time a Harley-Davidson pulls up next to you, take
a closer look at the guy in black leather and shades: chances
are he's 52 years old.
The average Bang & Olufsen owner is 54 and the person
sitting behind the wheel of a Porsche is likely to be about
57. More
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Paris - based ad agency
Senioragency, which has built its name in the over 55s market,
has expanded into Australia, and is partnering up with TMTE
to reach what they believe is an often ignored but highly
influential group. More
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