Lofty Goals Spark $25 Mil. AARP Review

NEW YORK — The AARP’s review of its $25 million account comes as the national association attempts to reinvent itself for the next generation of retirees.

Last year, the Washington-based group launched a new magazine that targets baby boomers (My Generation) and named a new CEO: William Novelli, co-founder of public relations firm Porter Novelli, who has found a second career in public advocacy.

Now the AARP is taking on broader issues, such as the cost of healthcare, and needs a unified image.