ORLANDO, FL—Fleishman-Hillard has launched FH Boom, a new marketing-to-boomers practice. Carol Orsborn, co-author of Boom: Marketing to the Ultimate Power Consumer, joins Eileen Marcus, senior partner and Washington, D.C., consumer practice lead, in co-chairing the FH Boom initiative, announced at the American Marketing Association’s MPlanet event.
“Fleishman-Hillard is one of the first global PR firms to offer a practice group exclusively focused on boomers,” says Orsborn, who will serve as senior vice president in Fleishman Hillard’s Washington D.C. office. “Public relations is a natural home for such an initiative, given that boomers respond to non-traditional and integrated marketing strategies that find their roots in the PR ethos.”
Orsborn has extensive public relations and business experience, most recently as a senior partner with Imago Creative, a strategic partner of the JWT Mature Market Group. Previously founder of the Orsborn Group in San Francisco, she provides senior-level consulting and training to corporations and the PR industry.
FH Boom will offer proprietary research, training, program assessments, creative strategy and intelligence on how to effectively reach, connect with and motivate the men and women of the boomer generation.
“FH Boom capitalizes on our capabilities and experience in the boomer demographic with clients such as AARP and a broad range of companies in the pharmaceutical, financial, consumer goods and technology fields, among many,” says Marcus. “Coupled with Carol’s credentials and thought leadership in marketing and her specialization in adult development, FH Boom provides companies with a unique perspective on the issues, desires and concerns of the boomer generation.”