Jay Advertising, a wholly owned subsidiary of the Interpublic Group of Companies and McCann Worldgroup, is launching a creative unit called Passageways, dedicated to building brand loyalty among Baby
Boomers.
Boomers control nearly half the nation's disposable income and almost two-thirds of its wealth, says the Rochester, N.Y.-based firm.
Ferdinand Jay Smith, co-founder/ECD, says:
"Many make the mistake of thinking Boomers are over the hill. No, they're on top of the hill, and they're signing our paychecks."
--Nina M. Lentini