Marketers take second look at over-50 consumers

New York

BRENT Bouchez opened Agency Five0 six years ago in New York as an advertising firm specialising in marketing to baby boomers, on the assumption that companies would need to tune their messages differently as the last of the boomers headed into their 50s.

But the firm has only just landed its first boomer-targeted marketing effort "with real spending behind it", Mr Bouchez said. Two years ago, he started another agency, Bouchez Page, to capture a wider range of business.