by: Dick Stroud

I have worked with Jo Rigby, the head of Insights at OMD, to research the way that different lifestyle groups of the 50-plus respond to advertising creative. If you are a member of WARC you download the report. For those of you who are not, you can apply for a trial membership and hopefully access the report.

Over the coming months I will discuss some of the findings. I know I shouldn’t say it, being a modest sort of chap, but this is the most extensive research ever done on the subject.

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