08 August 2006

Circus: The Millennium Group Newsletter

Millennium Group is an ad agency in the UK with 180 employees.

That info alone won't get any hearts pounding or eyes bulging. So here's the kicker: Millennium only takes on clients that want to target the 50+ Market.

Any comparable agencies on this side of the pond?

Yeah, mine. Less 179 employees. Sure, it's only me and the dog and cat—but I do have a dozen or so top-notch creatives and marketing folks whom I call upon when needed. We get things done.

Others? There is a handful of small (very small) agencies focusing on the mature market, and one large agency with a mature market division and a handful of employees. That's about it.

We should have ten Millenniums.

Millennium now has a newsletter:

"So why are we producing this newsletter ...? The strapline says it all really: and because for too long we have been trying to ensure that marketing to the over 50s sector of our society is done with some finesse, some vitality and some efficiency." — Kevin Lavery
Inside are astute, fun-to-read pieces. Dick Stroud writes about oddball segmentation:
Articles inevitably contain the revelation that it is possible to divide older people into strange tribal groups. They are given names like the sophisticated 'Astute Cosmopolitans' and the boring 'Thrifty Traditionalists'. Other than the amusement value, why are consumers, that marketers largely ignore, dissected into so many weird sounding segments?
Reg Starkey's offering is a fast-paced mini-history of the Baby Boomers' influence on culture, media, and advertising:
Professor Timothy Leary's exhortation to "Tune in, turn on, drop out" was just one extreme manifestation of what MTV now defines as our 'Splintering Structures'. This is just one of three over-arching trends, all driven originally by the Baby Boomers…
I've been asked to contribute a piece. It might show up in the next issue.

Contact Millennium. I'm not sure how they're distributing Circus—but if you're in the UK, there's a good chance they'll put you on their mailing list.

1 comment:

  1. I'm not in the U.K. but I wish I was. This pub is spot-on.
    It's the kind of magazine "Spry" (blech - hate that name) should aspire to be.
    Glad you lead me to it.
    Hate that the online edition isn't an enhanced pdf format, but maybe that will come soon.


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