AARP tapped independent, Hispanic-owned HeadQuarters Advertising, San Francisco, to handle direct marketing and brand advertising in an effort to raise the association's profile in the Hispanic community. Spending was not disclosed. The agency's first assignment is a market test using an integrated program including image advertising, direct response marketing, public relations and special events. AARP's agency of record is Greer, Margolis, Mitchell, Burns and Associates, Washington.
Copyright March 2001, Crain Communications Inc.