Edelman launches PR unit focused on Boomers
February 8th, 2008PR firm Edelman this week launched Boomer Insights Generation Group, the latest in a string of big agency divisions to specialize in 
Boomer marketing. Others already out there include FH Boom (Fleishman-Hillard), JWT Boom and Focalyst. Edelman indicates a “growing number of clients” in need of Boomer-focused solutions. The group’s thought leader is Marilyn Mobley, an Edelman employee who writes the Baby Boomer Insights blog. Edelman research indicates the need to segment the Boomer audience, with Mobley observing:
Too many companies market to Boomers as though we’re defined by our age. Yet, one of the key findings of the Strategy One/Edelman Boomer Insights & Implications Study is that a full 28% of Boomers don’t see themselves as Boomers as all. Can you imagine spending millions of dollars marketing a car to people who have committed to walk everywhere they go? And yet that’s what companies do every day when they crank up their marketing and advertising campaigns and aim them at this massive group called “Boomers.”
No debating that; I’ve felt for some time that one of the worst ways to target this audience is by slapping on the “Boomer” label.
