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Lexis PR targets over-50s

18 Feb
People with PR jobs at Lexis PR are to work with the firm's clients to help them understand the issues involved with reaching a more mature audience.

The new service, Sixty, targets the 50-65 years demographic, helping brand marketers to reach their intended audience and to understand them better.

Consumer director Marilyn Wicks says: "There's a huge amount of focus put on capturing consumers at the younger end of the age spectrum."

But she adds that Sixty aims to "unlock the routes into the hearts and minds of the older consumer".

For example, she notes that many people hate to be considered part of "the Saga generation", which could alienate them if they are targeted in such a way by people in PR jobs.

Lexis PR has worked with major UK brands including retailers Morrisons and Boots, financial services provider Barclays, toiletries brand Dove, drinks company Coca-Cola and utility provider EDF Energy.ADNFCR-2176-ID-19623749-ADNFCR
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