AARP, the nonprofit organization dedicated to helping Americans aged 50 and older, has chosen BBDO New York as its brand agency of record following a review. The agency will be tasked with both strategic and creative responsibilities.
Grey New York previously worked on the account. A Grey spokesperson said that the agency has retained the the brand’s social media account and will continue to work with the AARP Foundation, the organization’s charitable arm that focuses on ending senior poverty.
According to BBDO New York, the review process began last year. The agency’s first work for AARP is expected to roll out early next year.
“It is an honor to welcome AARP to our client roster. We are excited to work together to support this iconic brand and showcase it as the modern, life-planning resource that it is,” said Kirsten Flanik, BBDO New York president and CEO, in a statement.
AARP spent $147 million on measured media last year in the U.S., according to Kantar, which doesn’t track spending on social channels.
Grey New York created a number of campaigns for AARP in recent years. In 2018, it launched a campaign called “Take on Today” that featured spoken word artist J. Ivy.
Two years ago, Grey New York created “The Face of Poverty Isn’t Who You Think,” a PSA campaign for the AARP Foundation that showed how difficult it can be for some seniors to afford essentials like hot water and medicine.
Last year, AARP partnered with Getty Images on a series of more than 1,400 photos that aim to combat stereotypes around aging.