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 DCH 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.

The Team

Dick Lumsden
Managing Director
Senioragency UK
dlumsden@senioragency.co.uk

Dick has been involved in all aspects of the media for more than 35 years.

He began his career as a journalist, working as a news reporter, then political specialist and finally moving into news management as news editor of a number of UK regional newspapers.

With 15 years in the press behind him, he moved into corporate communications and worked with a number of leading brands on their stakeholder management – including Bass Brewers, Visa, Heathrow Airport, Vauxhall Cars and others.

In 1995, as a Board director at Charles Barker Plc, he was given the opportunity to start up a new business – Charles Barker Publishing – in which he took an equity stake.

Over the next eight years, he grew the business steadily, diversifying from corporate communications, through into commercial publishing and marketing – embracing the emerging digital world along the way.

The Charles Barker Group was sold first to American agency BSMG, which in turn was acquired by True North and then ultimately IPG. Dick steered his business through each of these mergers, before leaving in 2003.

For two years he was Managing Director of Lang Communications, before joining Four Communications in London as MD of the Marketing Services division – specialising in property advertising and marketing.

He joined Senioragency as MD in 2008.

The Team

Nick Scott
Creative Director
Senioragency UK
nscott@senioragency.co.uk

Nick started his advertising career at Still Price Court Twivy D'Souza in 1985, where he spent six years working on clients including Virgin Atlantic, BT, P&O Cruises and Warburton’s Bread. Actually, the clients he has worked with reads like a who's who of brands and include Bird’s Eye, Rolls Royce, British Steel, John Lewis, Mastercard and L'Oreal. After stints at McCanns and Y&R, Nick joined DCH in 2001 as Deputy Creative Director and Head of Art for the Group, and is now, additionally, Creative Director at Senioragency.