Thursday, January 13, 2005

2005 starts where 2004 left off

There is an article in today’s Times (Brand new world that’s sold on old) that is as bad as any I read during 2004.

When will journalists stop recycling the old ‘boiler plate’ text that appears in all articles about age and marketing. Part of the article is about the Dove Campaign I discussed a couple of days ago. It didn’t take too long before the journalist was back to the old favourite.

“The advertising industry has become polarised into pro-grey and anti-grey factions. The pro-greys are determined to grab the attention of the huge and wealthy 50-plus market; those against think there’s no point in trying because greys don’t fall for hype, and anyway a person’s brand loyalties are set in stone at puberty.

Seriously, there are people who think that. Notably, Simon Silvester, director at Young & Rubicam, who joined battle in the Financial Times with the pro-grey John O’Sullivan, of MWO Advertising, arguing that people stopped getting turned on to new music as they got older, ergo, as consumers, they were dead.”

I swear that most of this text was recycled word for word from other articles.

Congratulations Ms Celia Brayfield (the article’s writer). You are currently the holder of the dumbest article about 50+ marketing of 2005. Dick Stroud www.20plus30.com

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