Why do agencies and companies ignore facts?

In this case, I am referring to the baby boomer plus market. Agencies are constantly looking towards the younger crowds. Maybe in the 70's it was the younger crowds but now baby boomers are growing daily.

They are estimated to be 100 million and growing faster than the 18-34 year old group. They have more money to spend (est. $2.3 trillion) and they are 65% of the adult population! Wow.

Is it because the decision-makers at agencies are young and don’t think their parents have a life? Ignoring these facts and decisions being made on one's personal opinion or lifestyle is bad for most businesses. This is an excellent opportunity for those with open minds and the desire to think big and outside-the-box to have a major impact on their bottom line.

Give Direction to Your Agency

If you are looking to maximize the results you get from your agency, be it advertising, PR or promotion, the quality and clarity of the direction you give will have a direct result on the effectiveness of the work they do for you. So, your vision and their skills working together to develop an integrated marketing strategy, will maximize your ROI.

As it is said, two heads are better than one! Use everyone's smarts together!

Are Ad Agencies Becoming Irrevelant in a Marketing Oriented World?

I was in a discussion with an EVP of a major New York Ad Agency regarding the increased importance of an integrated marketing approach. The goal was to ensure that clients would have the maximum benefits that come from combining, in an effective manner, the advertising, PR, promotion and all the other elements of the marketing mix to create truly measurable results. We had talked about creating a team of experienced professionals under the guidance of a Marketing Supervisor who oversaw the actions of the various disciplines to ensure they were properly integrated and reinforcing each other to maximize the business potential for the client. That discussion took place in 1973.

Do you think the time has come for agencies to reinvent themselves on a business model such as that? Do you feel it would be a Smart Move?

Let's hear your thoughts