/UCWE/ -  Advertising firm Nyren Agency will join Vivitus Group an international consortium focusing on the Baby Boomer market.

Based in the U.S., Vivitus Group’s growing list of global partnerships includes companies in England, France, Canada, and Australia. The Vivitus Group web site (www.vivitusgroup.com) will launch in late January.

“Vivitus is exciting because it is comprised of select strategic alliances in all the key marketing disciplines: advertising creative, marketing communications, research, media planning, and public relations,” said Chuck Nyren. “As a small ad agency, I’ll be able to tap the research and talents of the best people in the business. Overnight, Nyren Agency will become a virtual full-service agency – as will its partners.”

Mr. Nyren, a creative strategist, copywriter, columnist, and author, likes the idea of being able to collaborate creatively. “Most of what I’ve been doing for the past few years, aside from consulting and speaking, has been done alone in my office. I’ll now be able to bounce ideas off some of the best advertising and marketing minds in New York, Los Angeles, Denver -- all over the world.”

“And for companies interested in advertising and marketing to Baby Boomers, everything can be found under one umbrella.”

Vivitus Group will also offer an international set of consultants and speakers. “Large, medium, and small consumer product and service companies are retooling for the Baby Boomer market,” Nyren said. “The consultants Vivitus has rounded up have been working for years to convince business of the value of targeting Baby Boomers. And we’ve been successful. Now we’ll be advising companies how to do it.”

Penetrating such a diverse and unwieldy demographic as Baby Boomers isn’t easy. “Many recent campaigns lamely evoke ‘The Sixties’ for no reason whatsoever,” Nyren said. “They’re generally clunky and ingratiating, and more often than not turn off the majority of Baby Boomers.”

Most companies are searching for guidance. Books about the 50+ market are released monthly, and major newspapers and magazines regularly run stories about Baby Boomers and their marketability.

For example, Chuck Nyren’s book Advertising to Baby Boomers (Paramount, 2005, ISBN: 0976697319) is selling well. “Adweek purchased copies to offer as premiums for subscriptions and renewals,” Nyren said. “And AEF (The Advertising Educational Foundation) selected it as a classroom resource. Recently, I was a guest on Advertising Age’s syndicated radio program The Advertising Show.

Businesses are paying attention. Baby Boomers will be the prime target market for the next 15 to 20 years, and I have no doubt that Vivitus Group will be a big part of it all.”