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WISE OWLS GO AFTER NICHE MARKET WORTH HUNDREDS OF BILLIONS A YEAR; TOP ADVERTISING EXECS FORM AGENCY TO COMMUNICATE TO OVER-50 MARKET

 LOS ANGELES, April 12 /PRNewswire/ -- In this age of enlightened consumerism, it's surprising and unfortunate that today's marketing and advertising often incorrectly addresses and often offends the largest growing population segment in the country -- people over 50. That's why a wise group of top Los Angeles advertising executives have decided to do something about the issue by forming a full- service advertising agency called Older & Wiser Ltd. "OWL" for short, is comprised of people over 50, communicating to people over 50.
 "We know and understand this market better than anybody," said Ron Phillips, OWL's Managing Director, and former Producer/Director for Luminaire Productions, "because we are this market."
 The over-50 market segment is the most affluent, influential fastest-growing market in America. In the United States, there are more than 65 million people over 50, more than 34 percent of all adults in America. They control more than 75 percent of the nation's wealth, and 50 percent of all discretionary income. Grandparents alone spent $14 billion on gifts for their grandchildren last year.
 "While most advertisers are trying to woo fickle 18-49 year-olds, they're ignoring and often incorrectly addressing their messages to a potentially much richer group," said James Spero, Media and Research Director who was at both Bozell and DDB Needham. (a) In fact, by the year 2,000 the first of 72 million "baby boomers" will reach 50. This smarter, more active, more complex than ever before age group will cause these figures to explode. The number of 18-34 year olds will shrink by nine million people and lose $40 billion in buying power, while the 50+ population will gain 12 billion, and $300 billion a year in buying power. ((a) Source: Age Wave).
 Older & Wiser Ltd. is a partnership of creative marketing, media and research specialists that provides marketing, ads, research, media new product development, product repositioning, direct response, commercials and infomercials, sales promotions, packaging, public relations, seminars, etc. OWL's seven partners are:
 -- Ron Phillips, managing director, and former producer/director for Luminaire Productions.
 -- Sandra Inbody-Brick, marketing director, executive producer/Belding Awards and the new Clio Awards, former advertising marketing director of Great Western Savings and Sears Savings Bank.
 -- James Spero, media/research director, formerly with Bozell and DDB Needham.
 -- John Annarino, creative director, and former creative director at DDB Needham.
 -- Daniel Dixon, creative director, and former creative director, Ogilvy & Mather.
 -- Bob Haddad, creative director, and former creative director of Haddad/Lawrence.
 -- Iz Liebowitz, creative director, and former creative director of Carlson Liebowitz & Olshever.
 "OWL does not view itself as a competitor to existing agencies or their relationships with their clients," said Inbody-Brick, "but rather an additional resource to most effectively reach the most affluent and influential market in the country." The agency will help marketers position their clients more effectively, similar to Hispanic, Asian and African-American niche marketing experts.
 Several things set us apart, said Annarino. "Besides being over 50, we've all had highly successful ad careers. Some of our sales- driven, award-winning work includes Coca-Cola, American Airlines, Volkswagen, Princess Cruises, Great Western Savings, Paul Masson and American Express."
 The Older & Wiser Ltd. offices are located at 5900 Wilshire Blvd., Suite 430, Los Angeles.
 -0- 4/12/93
 /CONTACT: Kristin Gabriel or Sandy Inbody-Brick of Older & Wiser Ltd., 213-939-2983/


CO: Older & Wiser Ltd. ST: California IN: ADV SU:

BP-JB -- LA002 -- 4714 04/12/93 11:01 EDT
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Date:Apr 12, 1993
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