The Old Rush Marketing for Gold in the Age of Aging

The Age of Aging will begin in 2014 as the last of the Baby Boomers turn 50. No other global trend will do more to impact the way we live, think, act and interact with brands for the next 20 years!The Old Rush: Marketing for Gold in the Age of Aging is an invaluable primer for marketers who want to seize the next big fast growth opportunity? a chance to propel their brands and businesses forward rapidly and on a global scale.The Old Rush establishes a parallel with the famous California Gold Rush of the mid-nineteenth century, and draws on the author?s own insights and observations from a 30-year career at the forefront of the advertising business. In this book, Peter Hubbell makes a strong case for why the nearly 80 million Baby Boomers are Marketing?s Most Valuable GenerationTM and then outlines the basic rules of marketing engagement with this cohort along with practical ideas that brands and businesses can use to create their own success.The lessons from the Gold Rush are particularly apt to the modern-day Old Rush: Decisiveness, agility, creativity and perseverance will be the skills needed to thrive with the aging consumer.

JANE PAULEY began her broadcasting career in 1972 at her hometown Indianapolis station, WISH-TV. She joined NBC in 1975 as the first woman ever to co-anchor a weeknight evening newscast at NBC's WMAQ-TV in Chicago. She began her thirteen-year tenure on NBC's Today in 1976. In 1992, NBC News launched the newsmagazine show Dateline NBC, with Pauley as co-anchor. After eleven years, her final appearance aired as the acclaimed special "Jane Pauley: Signing Off." She is the host of "The Jane Pauley Show." Peter Hubbell is the Founder and CEO of BoomAgers, an industry-leading advertising agency dedicated to the aging consumer. In this role, Peter has become one of the pre-eminent communications experts in the global aging space and is a sought after speaker. With over 30 years' experience as a top ad agency executive, Peter's career led him to the global board of Saatchi & Saatchi, where he was responsible for one of its largest global clients. Peter honed his marketing acumen and creative business skills as a long-standing partner with blue-chip clients including Procter & Gamble, Pillsbury and