Seasoned

WHO WE ARE

                    Seasoned is a creative agency helping brands connect with people over 55. We’re part of the audience we work with, and we bring that firsthand perspective to research, strategy and creative.

We started Seasoned because too much work aimed at this audience feels as though it was made from a distance. People with different ambitions, tastes and circumstances are reduced to one familiar picture of ageing. We help brands see the people behind the demographic, understand what matters to them and make work that reflects the lives they’re living now.

                    Seasoned is a creative agency helping brands connect with people over 55. We’re part of the audience we work with, and we bring that firsthand perspective to research, strategy and creative.

We started Seasoned because too much work aimed at this audience feels as though it was made from a distance. People with different ambitions, tastes and circumstances are reduced to one familiar picture of ageing. We help brands see the people behind the demographic, understand what matters to them and make work that reflects the lives they’re living now.

Seasoned is a creative agency helping brands connect with people over 55. We’re part of the audience we work with, and we bring that firsthand perspective to research, strategy and creative.

We started Seasoned because too much work aimed at this audience feels as though it was made from a distance. People with different ambitions, tastes and circumstances are reduced to one familiar picture of ageing. We help brands see the people behind the demographic, understand what matters to them and make work that reflects the lives they’re living now.

The narrative needs to change

Too often the story is told as one of decline, caution and dependence. That narrow view misses the people who are living it, and the many ways they choose to live.

There’s no single story of 55+

An age bracket can’t explain someone’s identity, ambitions or appetite for what’s next. We look for the different narratives within this audience, rather than asking everyone to fit one familiar picture.

Better work starts with a better perspective

To connect with this audience, brands need to see the world from their point of view. We bring that firsthand understanding into every brief, from the first insight to the final creative.

Get in touch

YOUR SEASONED TEAM

Shawn Griffiths - Managing Partner

Verified over 55. Served my qualification period to work for Seasoned on the client-side for over 30 years as a senior marketer for businesses big and small. I enjoyed being a CEO, but love being a marketer more. Raised kids, travelled a little, lived a lot. Seasoned grew from conversations with fellow over-55s who felt stereotyped and didn’t recognise ourselves in the way we were being portrayed and communicated with in advertising. So we decided to change that.

Marta Marcos - Creative Director

I gained my Seasoned title working with major agencies across the world, from Madrid to New York City and Sydney, as a Creative Director and Brand Strategist. I’ve worked for banks, beers, beauty and everything in between. I have an eye for design, a mind for insights and words, and a heart for kind people. Plus, lots of lived and multi-hyphenated experience as a youth educator, business owner and recent grandma. I’m excited to be part of an agency where age is an asset I’m pleased to disclose. The more over 55 I get, the more I seem to behave like I’m 25.

WHAT WE OFFER

Age Verification

A review of a brand’s communications, customer journey, language, casting, media assumptions and hidden age bias. (Hint. This part is absolutely critical to starting on the right path.)

Brand strategy

Defining your brand and telling the world about it. The story is important and how and where we tell it is equally so. Both components need to resonate with this group.

Marketing Strategy

Marketing audit, campaign planning, strategy collaboration. Adding an experienced set of eyes when selling to experienced eyes just makes sense.

Market Research

Testing concepts, awareness, attitudes and reactions.
Who are these people really, and why are they comfortable and worldly (but bristle against certain labels)? What are the surprising hot buttons and taboos?

Age-Fluent Campaign Sprints

Fast strategy-to-creative projects helping brands produce work with greater relevance and resonance for over-55 audiences.

Seasoned Talent Studio

A curated network of experienced strategists, creatives, writers, directors, producers, researchers, makers and cultural advisors who can be assembled around different briefs.