Campaign details
Brand: AARPBrand owner: AARPLead agency: MediaCom, GreyContributing agencies: Time Inc.Country: United StatesIndustries: Charities and voluntary organisationsMedia channels: Content marketing, Magazines - buiness, trade, Magazines - consumer, Online video, Social media, Sponsorship - media
Executive summary
A brand perceived to be irrelevant
Over the past 57 years, AARP has shifted from a brand known as an insurance provider to retired Americans to one whose mission is: 'bettering the lives of Americans who are 50+'. While awareness is at 90%, people don't understand what the brand...