ADGEEK
Designing an agency around consumers over fifty
Brent Rivard discusses Geezer’s focus on older consumers and experienced practitioners, asking how advertising’s emphasis on youth affects creative work, mentorship and the business case for clients.
The conversation
Is the advertising industry undergoing a mid-life crisis? We are obsessed with youth culture, viral trends, and Gen Z—yet the data shows that Gen X outspends Gen Z by a staggering 10:1 ratio.
The 14th episode of The Indian AdGeek features Brent Rivard, founder of Geezer, a "purpose-built" agency hell-bent on helping clients unlock the 50+ demographic.
Brent doesn’t hold back. We discuss the "brain drain" of senior talent in agencies and why a 27-year-old creative—no matter how talented—often lacks the lived experience to connect with a 52-year-old consumer. We also dive into the current health of the agency model, the massive Omnicom-IPG shifts, and why "mentorship has left the building."
Key topics discussed: * The Origin of Geezer: Why the industry needs an agency staffed by senior practitioners. * The 10:1 Reality: Disproving myths about older consumers and where the real ROI lives. * The Mentorship Vacuum: How shedding expensive senior talent has impacted creative quality. * Reaction vs. Revenue: Why older demographics care about product benefits over viral emotional hooks. * Industry Watch: Brent’s take on the Omnicom-IPG merger, the "bullshit" of EBITDA, and the role of AI.
If you are a marketer chasing the next trend while ignoring the people with the actual money, this episode is your wake-up call.
Vishal Mehra - @vishal1mehra