At McCann, we’re still really interested in the ‘Over 50’s’ market and our recent PULSE Research got a strong reaction from our clients and general interest levels are high. I think the €6.6 billion declared income amongst the over 65’s figure has got everyone thinking, particularly if this audience isn’t currently on your radar.

We issued a summary insert in this month’s Marketing Magazine, but if you would like to know more, or missed the insert, contact Shane.Doyle@mccann.com or myself Niamh.Moore@mccann.com and get yourself get a copy.

Orlaith and Leo at the podium.

We packed almost 60 people into the Sky Suite at the Radisson Hotel in Golden Lane yesterday morning. We kicked the session off, with free Durex condoms (thank you SSL) for everyone. Not your usual morning conversation, but the over 50’s are a growing consumer market. More singles, separated and divorced around, who are active on the dating scene.

The Irish Times have 49% of their readers in 50+ category. Don’t think that the over 60+ run around looking for ads about how to hang onto their dentures. This lot are optimistic, travelling lots, taking up new hobbies, with busier social diaries than Glenda Gilson and with 6.6 billion in declared income. They have more time and in certain categories, like Health Insurance and Banking, they long for our attention. They are a target audience we just can’t ignore.

Leo Moore, our Strategic Planning Director took us through a 50 minute ride of fascinating insights that really demonstrate the size and scale of the opportunity. 80% of the wealth in the UK is held by 50+ consumers.

Above: Clare Duignan, RTÉ Radio Centre, Geraldine O’Leary, RTÉ.

Anne Connolly, Director, Ageing Well Network, opened the proceedings and said that “Making Ireland the best place in the world to grow old in” is on the government agenda. For more information on the presentation, contact Leo.Moore@mccann.com

In 2010 it’s good to be over 50. That’s the overwhelming view of this hugely important but largely overlooked consumer market. The Pulse team at McCann Erickson have carried out an in-depth study of the over 50’s exploring their attitudes to a range of subjects including their outlook, social life, experience of technology, financial services, health and family.

Leo Moore will present these insights and their implications for brands at an informal breakfast briefing in the Sky Suite at the Radisson Hotel on Wednesday 24th March from 7.30am - 9.00am. As places are limited, please confirm your acceptance by calling Bairbre Kelly on 01-676 6366 or by email at bairbre.kelly@europe.mccann.com

Almost 40 lead marketers who braved the atrociously wet weather attended our PULSE early morning Breakfast Briefing on Wednesday in the Sky Suite at the Raddison Hotel, Golden Lane.

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