15 March 2010

Hire Baby Boomer Creatives

NostraChuckus predicts the future. Again.

It was 2003 when he first divined it:

Advertising to Baby Boomers: Back into the Fold
image The Giant Leap: there had better be a minor revolution in the creative end of the advertising industry. Talented men and women in their late forties and fifties need to be brought back into the fold if you want to reach us. This includes copywriters, graphic artists, producers, directors, and creative directors.

Truth is, you can analyze marketing fodder all day and night, read countless books about marketing to Baby Boomers, attend advertising and marketing conventions around the world, and soak up everything all the experts have to say. Much of what is out there is valuable and useful … But if you plan on implementing a creative strategy and turn it over to a different generation of advertising professionals—you'll forfeit the natural sensibilities required to generate vital campaigns.

Guess what the title of the 1st chapter of NostraChuckus’ book is …


You can download the chapter here.

Three plucks from Advertising to Baby Boomers © 2005:









March, 2010 - NostraChuckus' prediction comes true, as he picks up a new disciple:

Engage: Boomers
image When can you understand what it's like to be an over 50 consumer? Not one minute, hour or day before your 50th birthday. Creating messaging for the 50+ target is no different than creating it for the Hispanic target, the African American target or the gay target; to do it right and well requires experience being a part of that target.

Of course, NostraChuckus always knew it was about diversity:

The Trouble with HR
When I received copies from my publisher, cracked open one, and finished it, I had a minor epiphany.  “This is really a book about HR.”  Kind of a shock, since I certainly didn’t plan it as such.  I’m one of those creative types, not a Human Resources person.
Since then, diversity has become a mantra.

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