It’s Anything But Grey

Consultancy launches specialising in the 50+ market

MISSION Agencies Speed Communications + Bray Leino have collaborated to launch a new consultancy – Anything But Grey – specifically to cater for businesses and brands seeking to engage a 50+ audience.


With nearly 90% of people aged over 55 claiming they feel unhappy with the way that advertising represents them, there is an urgent need for the marketing industry to work more effectively to reach this audience, representing 4.5 million people.


Uniquely, Anything But Grey will be made up of a team of specialists across the marketing spectrum who are of the age group, for the age group, in a direct challenge to the ageism that is rife in the marketing industry where the average age is 36. The consultancy aims to deliver breakthrough marketing campaigns that celebrate the unique attitudinal differences of older consumers, rather than categorising this group into one demographic.


The consultancy has been founded by Bray Leino Executive Creative Director Nicola Roberts and Speed PR Strategy and Creative Director Sarah Firth, who will lead a team of specialists across the marketing spectrum who are of the age group for the age group. Roberts is one of the UK’s few female Executive Creative Directors with an Agency career that spans London to Australia with experience on brands like Boots, P&G, NatWest and Sainsbury’s. Firth was part of the first in-house agency creative function at Lexis PR where she was responsible for numerous award-winning creative campaigns for Barclaycard, Guinness, Coca Cola, McVitie’s and Unilever.


Anything But Grey will be powered by over 30 creatives, strategists, earned media specialists and client services leads who are all reflective of the target audience. In addition, Anything But Grey will offer a community of thought leaders and opinion formers that inform and co-create to drive relevance and authenticity. Dr Eliza Filby, an expert in ‘Generational Intelligence’ and passionate advocate for age diversity is a founding member of the community. “Whilst diversity and understanding nuance is now the cornerstone for marketing to almost every other demographic, the same isn’t true of the over 50s where a ‘one size fits all approach’ is still the norm,” commented Dr Filby.


Sarah Firth added: “Audiences over 50 are largely overlooked by the industry, yet they hold nearly three quarters of the UK’s housing wealth and account for over half of all UK household spendingAs we face a cost-of-living crisis, these audiences are likely to be more resilient having lived through two recessions before. They deserve more respect and attention and I’m delighted to be part of this exciting consultancy offer that will shake up the status quo.”


Nicola Roberts continued: “Putting yourself in a person’s shoes is key to connecting with the audience and creating impactful work that hits the sweet spot. And who better to deliver that work than someone 50+? That’s why we painstakingly engineered a Creative Collective with a firm grip on what it is like to actually be that age. We believe this will go a long way to help land ideas, campaigns and platforms that grow Clients’ businesses and finally change the landscape. And it’s not before time.”


Anything But Grey will aim to use a supplier network, including photographers and creative talent that reflects the target audience. For more information about Anything But Grey please visit


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