Advertising Vs The Older Adult
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Advertising Vs The Older Adult
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When was the last time you saw a healthcare ad for older adults that actually spoke to you, that didn’t offend you by using demeaning, ageist language, or images?
Probably not in a long time because those ads are few and far between.
This week on The Art 2 Aging, a wide-ranging conversation with two marketing and advertising experts who were top of their field and who are still involved in the industry today.
Dave McCaughan has been a frequent guest on the show and has done research most recently for the Global Wellness Institute on what aging means in different countries around the world. Dave also spent decades in market research for McCann Advertising.
He’s joined by Jeremy Perrott, former Global Creative Director at McCann Health, who has created many ad campaigns that have won worldwide Clio awards – the advertising equivalent of Hollywood’s Oscars – along with many others.
Under his leadership, McCann Health was recognized as the most creatively awarded healthcare network in the world, four years in a row.
Together, Jeremy and Dave offer their opinions on why advertising keeps missing the mark when it comes to older adults and how ad agencies could make their messaging far more effective.
This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit theart2aging.substack.com/subscribe