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
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.