Selects Age Wave IMPACT as AOR

Baby boomer-focused site on Tuesday said it
had chosen Age Wave IMPACT, an
agency specializing in marketing to older Americans, as its advertising
agency of record.

The company also kicked off a $10 million branding campaign, which will
consist of a series of national cable, spot local television and radio, and
online advertisements. The ads will seek to build’s brand,
while at the same time reaching out directly to consumers between the ages
of 35 and 54. is also calling on Age Wave IMPACT to help it with its Web
site development and marketing program strategies. The agency will also
conduct research and assist in developing’s approach to
consumer communications, as well as site content and navigation.

“By applying our extensive knowledge of the attitudes, purchasing
behaviors, lifestyles and various life stages of baby boomers, we will
craft a multimedia advertising approach that will capture the imaginations,
mindshare, and Internet connections of’s key constituents,”
says Bill Burkart, Age Wave IMPACT president and chief executive officer.

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