TWO AD EXECS OPEN BABY BOOMER CONSULTANCY

Gary Horton, Charlie Stannard Form PrimeTime Generational Marketing

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DETROIT (AdAge.com) -- Two veteran ad agency executives have opened a new Chicago-based consultancy specializing in the baby boomer segment.

PrimeTime Generational Marketing, a limited liability firm in the Chicago suburb of Hinsdale, was started by Gary Horton and Charlie Stannard.

The two men met

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at Bcom3 Group's D'Arcy Masius Benton & Bowles, Troy, Mich., in the mid-1990s. At the time Mr. Horton was chief creative officer and deputy managing director of the office. Mr. Stannard was senior vice president of marketing and research director.

Mr. Horton left D'Arcy more than two years ago to return to Chicago, where he has been doing voice-overs.

He said the two-man consultancy will help marketers create and test new products aimed at "prime-timers," which he defined as people 50 years old and up, the fastest-growing and most affluent group of consumers in the U.S.

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