GSD&M WINS AARP $25 MILLION ACCOUNT

Branding Campaign Will Also Target African Americans

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BOSTON (AdAge.com) -- AARP has awarded its $25 million account to Omnicom Group's GSD&M, Austin, Texas.

The agency will develop brand strategy and a national campaign aimed at its 35 million members and the 44 million Americans over 50 who do not belong to the former American Association of Retired Persons.

Spending is expected

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to be about $25 million for print, radio and TV. The campaign also will have work specifically targeting African Americans.

The other finalist was Interpublic Group of Cos.' Mullen, Wenham, Mass.

GMMB in Washington was the incumbent. Matchworks, New York, ran the review.

AARP had spent $42 million in measured media last year, according to Taylor Nelson Sofres' CMR.