BBDO New York has been selected as AARP's new brand agency of record following a review, run internally, that launched late last year.
The Omnicom Group agency takes the business from incumbent WPP's Grey, which people close to the matter had told Ad Age competed in the review to defend the business. Those people said Interpublic Group of Cos.' The Martin Agency had also participated.
A Grey spokesperson told Ad Age that the shop remains on the roster as social media agency of record, a title it picked up without a review last year.
BBDO New York said in a statement it has been selected by AARP to expand its offerings and drive relevance "among younger segments of the 50-plus audience" (the demographic that the nonprofit serves). AARP is also trying to reach prospective members with its benefits, advocacy and information and BBDO New York said as such its marketing efforts will position the brand "as a wise friend and fierce defender for people 50-plus, their families and their communities."
"We are excited to work together to support this iconic brand and showcase it as the modern, life-planning resource that it is,” BBDO New York President-CEO Kirsten Flanik said in a statement.