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Former D’Arcy Masius Benton & Bowles chief creative officer Gary Horton knows what makes his generation tick. Now he’s set to profit from that wisdom with his new consultancy, Primetime Generational Marketing.

Horton, 51, has formed the Chicago-based operation with another former D’Arcy executive, Charlie Stannard, 49. They plan to work with clients and agencies that target the post-50 crowd.

Horton was chief creative and deputy managing director at D’Arcy Detroit until 1999, working on the Cadillac business.

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