AARP announced that HeadQuarters Advertising of San Francisco has been named to provide brand and direct advertising to enhance the Association's presence in the Hispanic community.
In announcing the selection of HeadQuarters Advertising, AARP's Director of Brand Development and Coordination John Killpack noted that the agency -- independent and Hispanic-owned -- will greatly assist in the expansion of the image campaign launched in 2000. The campaign aims in part to ensure that AARP is as relevant to the millions of Boomers as it is to their parents.
"We are strongly committed to the Hispanic community, and the selection of HeadQuarters is a demonstration of that commitment," Killpack added. "AARP wants to ensure that our membership reflects the diversity of the 50 and older population."
Killpack said that the company's first assignment will be to support a 2001 market test with a coordinated program of image advertising, direct response, public relations and special events.
The company will coordinate its brand development work with Fleishman-Hillard and Greer, Margolis, Mitchell, Burns and Associates, which provide communications and advertising support for AARP.
Entering its 43rd year, AARP is the nation's leading organization for people 50 and older.