Ogilvy taps into the discerning mature-age market

by Chris Saunders , FTI Consulting

Melbourne. October 26, 2012: Ogilvy has announced a strategic alliance with Australia’s first
boomers and seniors communications agency, Evergreen.

Evergreen, a full service agency, has focused on the financially-savvy, mature-age population since it opened in 2002 claiming the high ground as the first agency targeting this valuable demographic.

Andrew Egan, General Manager, Ogilvy Australia Growth Companies, said: “The alliance is a direct response to Ogilvy’s focus on diversification and growth, and provides a competitive advantage for our clients by offering them access to a very persuasive segment of the Australian population.”

“The over 45 market is the most financially influential in Australia today; they control 78% of
Australia’s personal wealth and 58% of discretionary income,” says Gill Walker, Founder of
Evergreen. “Evergreen understands the nuances that differentiate this highly influential and
impactful audience and the alliance with Ogilvy provides a real opportunity to leverage our deep
understanding of mature audiences.”

Ogilvy is part of the STW Group, Australia’s leading marketing content and communications services group.