Featherspring Names JWTSC

First AOR Client for Mature Market Group
DALLAS–JWT Specialized Communications here has landed the $1.5 million consumer account of Seattle-based Featherspring International, a producer of footcare and other health-related products for seniors.
The account, won in a review against incumbent Colin Fisher Advertising of Chicago, is the first agency of record client for JWT Specialized Communications’ mature market group. That unit has heretofore handled marketing for retirement and assisted-living centers on a project basis.
“This is an extremely important win for us because it is our first national consumer product account for the senior market, outside of housing,” said agency managing partner Ron Jenkins.
Luxis Foot Cradle orthopedic shoe inserts are Featherspring’s main line of products. The company also makes knee supports and arthritic creams.
Client president Peter Rothschild said in a statement the reason for the review was the need to bring a new message to today’s 55-plus target audience. “The advertising message employed 15 years ago to the 60-year-old consumer is not the same message that will work for today’s senior,” he said, noting JWT Specialized Communications “understands the changing belief systems.”
Jenkins said the core difference is that many seniors today are baby-boomers, possessing lesser brand loyalty and higher skepticism than the World War II generation.
The advertising campaign will be primarily print-based, in publications such as Parade, USA Weekend and Modern Maturity.