Think of the advertising industry and packs of sharp-suited young executives spring to mind.

But a Bradford agency is turning that image on its head by recruiting members of the older generation to help shape its advertising.

Millennium Direct specialises in producing advertising aimed at the 'mature' market but believes the only way to get that right is by running its ideas past representatives of its target audience.

The agency, based at Shipley's Windhill Manor, has formed a series of focus groups with 'thrivers', 'seniors' and 'elders' - covering the 50-59, 60-69 and 70+ age groups respectively.

Now it is looking to recruit even more people who will have a say on how clients such as Norwich Union, Age Concern and Tesco Direct have their services promoted through press ads or mail shots.

Millennium Direct managing director Martin Smith said: "We value their point of view, especially any criticisms, as it allows us to change our advertising and make it stronger and more effective - which is why we're now looking to recruit more people.

"Advertising and marketing people tend to be quite young so it gives our clients security to know we've gone through this consultation with the target groups.

"A lot of older people tend to be quite frustrated with a lot of advertising they see, which they say either patronises them or ignores them. So they are very keen to express their views through the focus groups. After the meetings we consult with our clients, take the views of the focus group on board and then put ideas back through the creative process.''

He added: "I was marketing director at Damart in Bingley for a number of years and then group marketing director for Saga - they both specialise in the mature market. Coming from that background, it seemed to me that there was a very big niche for an advertising agency specialising in it.

"Nearly half the UK's population is over 50 and it's the fastest growing market place, which is why we've enjoyed so much success over the past four years.''

Two of the current focus group members are retired wages clerk Jack Stewart, 64, and his wife Shirley, 62, who live in Shipley and have four grandchildren.

Mr Stewart said: "We all come from different backgrounds and have a lot of life experience which is very useful to them.

"People often think of older people as being past it but life doesn't end at 55 or 60 and we still have a lot to offer.''

Would-be focus group members, who receive a £10 fee, should call 01274 538888.

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