Anything But Grey lands Saga Media brief

Saga Media has appointed consultancy Anything But Grey to handle the consumer PR for the launch of its new digital media brand,


Saga Media is a new division of Saga plc created to be a voice for its 50+ audience, focusing on their perspective, experience and discerning outlook through inspiring and original editorial content.


The brand will launch a range of free-to-all digital media formats including, a new consumer website which launched in January 2023.


Anything but Grey was launched in December 2022 specifically to cater for brands seeking to engage a 50+ audience. The consultancy aims to deliver breakthrough marketing campaigns that celebrate the unique attitudinal differences of older consumers, rather than categorising the group into one demographic.


Recently touted as one of PR Week’s agencies to watch in 2023, Anything But Grey is the result of a collaboration between MISSON Agencies Bray Leino and Speed Communications, who collectively boast a 17% 50+ workforce. The consultancy has been founded by Executive Creative Director Nicola Roberts and PR Strategy and Creative Director Sarah Firth.


Aaron Asadi, CEO of Saga Media said  “The team at Anything But Grey really understand what we’re about at Saga Media. The experience, passion and creative strength of the team really stood out. This partnership will see us work together to change the outdated attitudes to later life audiences and help them feel seen, understood and connected.”


Sarah Firth continued: “When we were creating Anything but Grey and discussing founding clients we’d love to work with, we unanimously agreed it had to be Saga. There is such synergy between what the team at Saga Media want to achieve and our own ambitions. We are very much looking forward to shaking up the status quo together in 2023.”

Anything But Grey is launching a series of webinars, Anything But Grey conversations. To sign up email


For more information about Anything But Grey please visit


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