NEW YORK -- The AARP has launched a review of its $25 million account now at Washington, D.C. shop GMMB, the client confirmed.
Both creative and media duties are in play, with the Washington, D.C. client seeking an array of marketing services. Public relations duties, now at Fleishman-Hillard in Washington, D.C., are not part of the review. GMMB has been invited to defend the business.
A recent AARP ad campaign (Adweek, May 13) urged seniors to exercise more. It featured images of men and women jogging and swimming. Tagged "Active for life," it included TV, print and radio ads.
Spending on the brand has risen steadily in the past three years, from $18 million in 1999, to $30 million in 2000 and $42 million last year, according to CMR.