Launch for Baby Boomer Insight Firm Influent50

In the US, the AARP (formerly the American Association of Retired Persons) has set up a full-service marketing agency called Influent50, to help brands communicate and market products and services directly to those aged 50 and over.

Influent50 offers a full suite of research, analytics, creative and marketing strategy services through which to target the 50+ demographic. The new company is a division of AARP Services, whose former VP, Marketing Services Dave Austin (pictured) becomes Influent50's Managing Director. Austin previously held senior marketing roles at Time Warner Cable, RTC Relationship Marketing, and The Aspen Institute.

Commenting on the launch, Austin says the firm knows how to reach and communicate to consumers aged 50+ 'better than anyone else', and 'doesn't rely on outdated stereotypes'. He adds: 'Any business that isn't speaking to this demographic could be leaving sales on the table. In the US, people age 50 and older control 70% of the entire nation's disposable income, spending $230bn on consumer packaged goods annually'.

Web sites: www.aarp.org and www.influent50.com .