60 Charlotte Street
London W1T 2NU
Fax: +44 20 7632 7601
Tel: +44 20 7632 7600
Our network: UK
Highly targeted, integrated campaigns based on generational marketing expertise
The 50+ population in the UK, as in so many other countries, is an expanding and diverse demographic.
There are now more than 21 million over 50 in the UK - of which 14.3 million are active mainstream consumers aged between 50 and 70.
The sheer size and scale of the sector offers brands and organisations huge potential in their marketing - so long as they recognise that campaigns cannot adopt a "one size fits all" approach.
To a degree, many of these consumers are bound together by their generations - shared experiences in their formative years mean they will react well to nostalgic triggers.
But in addition to their generations, there are many other segmentation factors to take into account - such as sex, socio-economic grouping, geography, ethnicity and lifestyle.
Only by taking all of these factors into account and overlaying them with the brand's target customer profile, can you begin to develop stand-out creative and plan a coherent and successful media strategy.
In the UK, agency Doner has been doing just that since 1995 - and as part of the Senioragency network since 2004.
We have worked with Saga Holidays, the leading over 50s UK tour operator, since 1998 and have produced effective and eye-catching TV work for them, as well as press and DM campaigns.
In addition, we have:
- Driven reservations from empty nesters and retirees for Warner Breaks through integrated press and broadcast campaigns
- Generated a major increase in booked appointments for Vision Express, promoting their varifocal lenses
- Launched over 60s savings products for The Coventry Building Society.
Today, Senioragency in the UK is the only full-service team which is totally devoted to the market. We are working with, and advising, organisations in property, entertainment, food and drink and financial services – as well as a number of charities.
We are a commercial partner in Help The Aged’s engage business network, and we have developed our own online research panel with registered members ranging from 50 to 83 to help us keep abreast of current attitudes and opinions.
Business Development Director
Matt's advertising career started at the biggest DM agency in Europe, WWAV Rapp Collins. From there he drifted south to become Commercial Director at Melbourne's number 1 ad agency, George Patterson Bates.
But the superb lifestyle and amazing career opportunities could not compete with the lure of warm beer and lukewarm cricket and Matt returned to our shores in 2002. He headed up Business Development at Clark Mckay & Walpole until he was welcomed into Doner in 2008.
In the movie of the agency Matt would be played by John Travolta - in his post-dancing days, of course.
Armed with a First Class degree in Art & Design, Nick launched himself into what he hoped would be the sinful world of advertising in 1985.
Over the years he has worked in a number of great agencies from a startup like Still Court Price Twivy D'Souza to the mountaintops of McCann and Y&R.
Along the way he has made a visible contribution to some of the world's most stylish brands - Virgin Atlantic, Rolls Royce, P&O Cruises, BT, Warburton's Bread, Bird's Eye, British Steel, John Lewis, Mastercard and L'Oreal.
Nick joined Doner in 2001 as Deputy Creative Director and Head of Art. He is the proud owner of a hand-picked selection of the best of British automotive engineering. He says they are classics. We say "Thanks, Nick, I'll get a cab."