GSD&M Is Tasked With Reinventing AARP

Reinventing the AARP as an American icon is the mission for GSD&M, which added the cli ent’s $25 million account last week, following a review.

GSD&M’s record of build ing lasting emotional connections between consumers and brands such as Wal-Mart and Southwest Airlines helped the shop clinch AARP’s business, said client officials.

The Austin, Texas-based agency’s success at elevating those brands, particularly Wal-Mart, to near “iconic” stature ultimately pushed GSD&M past Wenham, Mass.-based Mullen in the review’s final round, sources said.

“They can demonstrate their success in [creating emotional resonance] and that makes people here very comfortable,” said John Killpack, director of brand management at AARP.

Recent AARP ads have been issues-oriented and tagged, “Active for life.”