There is a conundrum for advertising and marketing agencies. How can the young understand an older demographic?
Advertisers often fail when it comes to ageing consumers, and the seed of the failure lies in the advertising agency culture, says Mark Borkowski, a public relations expert. “Bearded Shoreditch creatives blow a fuse when asked to address this sector.”
Critics such as Mr Borkowski say ad-vertising and marketing agencies have become obsessed with youth. And those that have taken on the challenge of addressing older consumers have failed to understand the complexities of the demographic.
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