The 50+ market is very different today to what it was 20 years ago. We're not 'old', we just can't run the 100m in under 10 sec. But we are sure as hell a viable market.
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Media agency stalwart Virginia Hollis has been contracted by the Times Media Group as a consultant to help drive the company’s advertising offering and improve the skills of its staff.
Hollis, former managing director of The MediaShop’s Sandton office, left The MediaShop late last year to forge her own company, Magnetic Direction. She serves as deputy chairman of the South African Audience Research Foundation.
“Virginia’s experience is perfectly aligned to support the culture of innovation at Times Media, allowing us to delve deeper into client strategies and deliver the most effective solutions to our advertisers. We are delighted to have engaged her as a consultant,” says Trevor Ormerod, general manager of advertising sales and strategic communications at Times Media.
I will personally challenge any young media person, if they are willing, to a strategic showdown, to prove that innovation does not solely reside in the domain of Millennials and Gen Zs!
This last year has been brutal. The way Covid-19 decimated our economy is unprecedented. Businesses have had to relook the way they operate, and costs have had to be cut. As staff are often a company’s biggest overhead, many have lost their jobs or if they have been lucky, they have kept their jobs but had their salaries reduced.
My thought is this though – don’t sacrifice your older, more experienced people in favour of keeping younger people because they are cheaper!