Millennium launches global mature marketing initiative

Millennium is spearheading the launch of an international agency network that will target older consumers. The agency specialises in marketing to the over 50s.

The International Mature Marketing Network (IMMN) – which is pronounced “I’m in” – aims to bring together expertise in marketing to over 50 year olds and the baby boomer generation. Its members will share research, case studies and sector knowledge to find trends among older consumers across the world.

There are eight founding members, although Millennium is the only UK agency to sign up so far. Other agencies include Evergreen from Australia, thirdgear from the US, which specialises in marketing to the over 40s, and Age Lessons, a US-based think-tank for the baby boomer generation.

Millennium creative executive director Kevin Lavery says/ “The founding of IMMN will prove to be a significant development in the history of marketing to the over 50s. The baby boomer generation represent a growing segment of our society. By 2020, over 50% of the UK population will be at least 50 and we want to capitalise on the opportunities this will provide.

He adds that IMMN aims to emphasise the credentials of the agencies involved but also to raise awareness of “what can be done to tap into this vast resource across the globe”.