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Former D'Arcy Masius Benton & Bowles chief creative officer Gary Horton knows what makes his generation tick. Now he's set to profit from that wisdom with his new consultancy, Primetime Generational Marketing.

Horton, 51, has formed the Chicago-based operation with another former D'Arcy executive, Charlie Stannard, 49. They plan to work with clients and agencies that target the post-50 crowd.

Horton was chief creative and deputy managing director at D'Arcy Detroit until 1999, working on the Cadillac business. Before that, he was an executive with D'Arcy and Leo Burnett in Chicago, and Young & Rubicam in New York.

Stannard was most recently senior vice president and director of real estate research at Security Capital Group, Chicago. He previously spent 15 years at D'Arcy Detroit as senior vice president and director of marketing and research. He also worked at Leo Burnett, where he met Horton.

Horton says that despite their demographic numbers, aging baby boomers are something of an afterthought, as clients and agencies focus on younger consumers.

Since leaving D'Arcy, Horton has been doing voiceover work in the Chicago area for clients including Eggo, Blue Cross and Blue Shield of Minnesota, and the Roadhouse Grill restaurant chain.

Stannard has already done research on "prime timers"—people over 50—for the assisted-living industry. Despite a perception that older people are set in their ways, Horton says, studies indicate that consumers over 50 are no more brand loyal than consumers in the 18-35 age group.