Doner Blitzes 'Sandwich Generation' of Boomers

After a two-year break from broadcast, Scudder Investments returns to television with a month-long ad blitz aimed at baby boomers burdened with questions about the future.
The campaign, from Doner Direct, is designed “to be as interruptive as possible,” said Howard Schneider, director of marketing at Scudder Kemper Investments in Boston. Doner Direct is based in Southfield, Mich., while the Scudder account is serviced by Doner’s Baltimore office.
Scudder intends to put a good chunk of its media budget behind a TV, print and radio schedule that begins today and runs through May 15 in eight markets, including Los Angeles, New York, Boston and Chicago.