Campaign Chemistry Campaign Chemistry: AARP chief marketing and comms officer Martha Boudreau
Being older than 50 isn’t what it used to be.
Today, the population is aging, people are living and working longer and being a certain age doesn’t necessarily equate to a specific life stage.
As chief marketing and communications officer of the AARP, Martha Boudreau aims to portray these nuances in how the organization engages with its 38 million members. The organization, which is turning 65 this year, is modernizing its offerings, from building a deeper consumer experience capability to thinking about the future of its iconic magazine.
In this episode, Boudreau chats about this journey and shares wisdom on how marketers can better connect with this wealthy and important demographic that often goes ignored. Hint: It starts with employing more people older than 50 at agencies and in creative positions.
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