AARP Finalists Ready Pitches

Mullen and GSD&M are preparing final presentations in the review for the estimated $25 million advertising account of the AARP. The mandate: position the AARP as an indispensible resource to current and prospective members both before and after retirement, sources said.Mullen, the Interpublic Group shop in Wenham, Mass., and Omnicom's GSD&M of Austin, Texas, last week were named finalists. BBDO in New York, The Richards Group of Dallas and McKinney & Silver in Raleigh, N.C., had been among the initial contenders, sources said. The incumbent, GMMB of Washington, D.C., did not participate.To advance, Mullen and GSD&M "both did a good job of demonstrating their expertise and defining brand essence for their customers," said John Killpack, director of brand management at the Washington-based client. Killpack declined to detail why the shops advanced; sources said that experience with nonprofits and membership organizations was a key factor.GSD&M has worked with Goodwill Industries, the YMCA and the American Cancer Society. Mullen has worked with the Golf Course Superintendents Association of America and the Peabody-Essex Museum in Salem, Mass. Killpack preferred to cite the overall "diversity" of client experience as helping both shops stand out.The finalists will make pitches in early August, with the winner handling both creative and media. The subsequent advertising, however, is unlikely to differ dramatically from recent work, Killpack said. GMMB this spring unveiled ads tagged "Active for life."The organization—preferring to be known by its acronym rather than as the American Association of Retired Persons—has in recent months broadened its objectives, including tackling issues such as healthcare costs and last year's launch of My Generation, a magazine targeting baby boomers."It's a tremendous opportunity with an iconic organization and we're delighted to be involved," said Mullen president Joe Grimaldi."We've been on a mission to seek out brands that serve a purpose, rather than just offer a product," said Eric Webber, communications director at GSD&M. Mullen's recent new-business wins include Eddie Bauer, Progress Energy, FosterGrant, Wachovia and the Department of Defense's JRAP initiative. GSD&M has acquired work for Charles Schwab, 7-Eleven and MasterCard.

Brand Marketing

AARP Finalists Ready Pitches

Kristen Rountree

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Kristen Rountree