There are approximately 1m people living in Ireland today over the age of 60. That number will have doubled by 2051.
Age Friendly Ireland believes that this group controls up to 50% of all consumer spending but attracts only 10% of marketing spend.
What do we propose to do about this gap? And how can we possibly close it if there is no one over 50 at the creative table, when the work is being shaped?
This workshop will look at the opportunity that exists for advertisers to advise clients on the worldwide ageing demographic, and how they should be targeting more of their spend at this active and affluent consumer base.
And it asks how the advertising industry can include older voices at the table, in order to accurately reflect the needs and concerns of a hugely growing and influential demographic.
Facilitated by Orlaith Carmody, Communications Consultant and Business Advisor to Age Friendly Ireland, this camera on, interactive Zoom workshop will allow you to share observations and voice your concerns, while learning how to make the most of a real opportunity.
Orlaith will be joined by Carolyn Odgers, Business Director, Carat who will take a look at the barriers to advertising to older cohorts, which have been ingrained in the marketing psyche for many years, contributed to by agencies, advertisers and media owners. Without a fundamental change in targeting by all concerned, and despite an ageing population - with money to spend – ageism will live long in the business.
Orlaith Carmody, Principal Advisor for Age Friendly Ireland’s Business Recognition Programme, is a business and executive coach and consultant, and a recognised expert advisor, facilitator and strategist. She has delivered coaching, training and workshops all over the world.
Orlaith is the author of the bestselling book, Perform As A Leader, (Ballpoint Press, 2015) which shares her coaching and teaching over 20 years, and offers a complete toolkit to anyone looking to develop their front line skills – pitching, presenting, chairing, negotiating, performing on the media or coaching and leading teams. Orlaith’s specialism is executive presence and business development.
A highly skilled executive coach, corporate trainer and leadership consultant, she is in demand as a keynote speaker, conference chair, MC and facilitator. Over the years she has worked with some of Ireland’s most influential business people, networks and political groups, and has presented at conferences in the USA, UAE, Canada and all over Europe.
Following an early career as a broadcast journalist with RTÉ, Orlaith became a director of a number of SMEs in media, recruitment, production and education. She served on the board of RTÉ from 2010 to 2015; the board of HRM Recruit from 2011 to 2016; and was President of the Irish Chapter of EO, the Entrepreneurs’ Organisation 2014/2015. She is currently a member of the Compliance Committee of the Broadcasting Authority of Ireland and Chair of the Shona Project.
Orlaith holds an MA from Dublin City University (D.C.U.). She is an accredited Senior Practitioner with the European Mentoring and Coaching council (EMCC); a Fellow of the Irish Institute of Training and Development (IITD); a Certified Management Consultant (CMC); and a member of the Institute of Directors (IoD).
Carolyn is proud to be one of the older people in advertising in Ireland. Having trained as a journalist – and after discovering that reviewing washing machines for Good Housekeeping in London was not for her, she moved into the world of advertising – in account management on the creative side - working at Leo Burnett for many years. When she moved to Ireland in 2001, she moved client side – looking after strategy for Spirits and Sensible Drinking at Diageo!
Returning to her creative agency roots as Strategy Director at Chemistry for 5 years, before taking the leap into media at OMD, staying there until Dentsu offered her a role as Business Director – just as she turned 60! She feels passionately about the fact that in the marketing world it seems that once you turn 60 ish it is assumed that you no longer want to do or consume what you have been doing or consuming for many years, and that life comes to a grinding halt.
Catherine McGuigan is the Chief Officer of the National Age Friendly Ireland Programme, a shared service, hosted by Meath County Council on behalf of the local government sector. This municipality led National programme is based on the World Health Organisations (WHO) Global Age Friendly Programme and is operational across all 31 local authority areas in Ireland. The programme is focussed on ensuring Ireland is responsive to the increasing needs of older people and adopting effective local policy approaches to respond to demographic ageing. This process is based on multi stakeholder engagement and over the last 10 years significant progress has been made through this programme in implementing innovative practices that have responded to the needs of an ageing society.
Catherine is a principal advisor at strategic level, engaging with key leaders across public, private and NGO sector and consulting democratically with citizens to reshape the way in which services are delivered. Her expertise lies in strategic planning and promoting collaborative approaches to effective service reform.
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Add to Calendar 2021-10-21 11:00:00 2021-10-21 12:30:00 Europe/Dublin SKILLS Month: Ageism in Advertising – Moving the Dial and Communicating with Big Spenders There are approximately 1m people living in Ireland today over the age of 60. That number will have doubled by 2051. Online Webinar IAPI info@iapi.com
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Add to Calendar 2021-10-21 11:00:00 2021-10-21 12:30:00 Europe/Dublin SKILLS Month: Ageism in Advertising – Moving the Dial and Communicating with Big Spenders There are approximately 1m people living in Ireland today over the age of 60. That number will have doubled by 2051. Online Webinar IAPI info@iapi.com