NEW YORK, Jan. 5, 2017 /PRNewswire/ -- Agency leaders Amy LaGrant and Matt Brown announce the launch of BrandMETTLE, a full-service advertising agency forged to help great brands show their METTLE to the largest and most lucrative consumer market in the world today.
"Our sole focus and passion is what we call the Experienced Consumer," says LaGrant, "not 'Seniors', not 'Boomers'. The 'Experienced Consumer' encompasses four generations of the discerning, diverse 50+ consumer."
BrandMETTLE believes marketers and agencies using the "Ageless Marketing" approach are not valuing the unique differences, life experiences and mature brain of the Experienced Consumer.
"As a gerontologist, I have had a passion for fighting ageism and authentically communicating with this large and influential audience," offers LaGrant.
BrandMETTLE's approach applies to building brands and marketing strategies for categories such as: healthcare, financial services, housing, travel and leisure, and consumer packaged goods, where the Experienced Consumer accounts for 70% of the spending.
"My life mission is to make lives better," states Brown, "so the opportunity to build an agency dedicated to the Experienced Consumer was just too exciting to pass up."
The backgrounds of the two founders complement each other and they share a passion for creating an agency that will be influential in changing behaviors in the ad world.
The agency's launch comes at a perfect time as the aging of baby boomers and the longevity phenomenon creates the need for more agency talent to focus on this underrepresented demographic.
About Amy LaGrant
Amy LaGrant is a leading gerontology professional with over 15 years of experience marketing to baby boomers, seniors and family caregivers. Amy has held leadership roles in some of the industry's leading advertising agencies. Amy has led marketing and strategy efforts at multiple mature marketing and consulting agencies such as Continuum Crew, JWT Boom, and Age Wave where she helped drive the overall business approach, marketing plans and executions for clients such as Del Monte Foods, ACTS Retirement Communities, PositScience, AARP and Stewart Enterprises.
About Matt Brown
Matt is an accomplished strategic marketer with nearly 20 years of experience in healthcare advertising and brand building. Matt has led the successful launch of dozens of brands for clients such as Johnson & Johnson, Merck, Zoetis, and GlaxoSmithKline. As a proven agency leader, Matt has spent the past 10 years building and leading some of the healthcare industry's leading ad agency brands such as GSW Worldwide, Ignite Health, ICC Lowe and Guidemark Health.