It’s much harder to get into the heads of older consumers if advertising agencies get rid of experienced staff. So warns Adam Brami, director of UK agency Art of the Possible’s New Zealand arm. Though over-55s are the country’s weatlhiest group, people making ads are often decades younger than those they are trying to reach, he says. Noting a clear shortage of over 55s in the industry outside executive roles, he aims to ensure retention of senior specialists, favouring those who have been around long enough to know what works and what doesn’t.
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