St. Louis, MO - Fleishman-Hillard Inc. today announced the launch of a new team designed to reach baby boomers. FH Boom will offer research, training, program assessments, creative strategy... you know, the usual stuff corporations spend good money on chasing sales.

Dave Senay President and CEO of Fleishman-Hillard said, "I know I know... the gay practice was almost the exact same announcement. 'Such and such represents a strategic approach to communicating with a large group that has unique needs and interests as well as tremendous purchasing power blah blah.' But this is totally different. Gays only spend about $45 billion a year on goods and services where boomers spend more than $2.1 trillion! We're talking 50 times as much without all the drama and baggage. I mean, c'mon!"

Like the gay, lesbian, bisexual, and transgendered practice group, Fleishman-Hillard is one of the first global PR firms to offer a practice group that is exclusively geared to boomers. Other practice groups the firm is currently considering include: The CEOs of the Fortune 1000 Practice Group; The Really Large Land Track Owner Practice Group; The Recent Inheritors of Over a $100 Million Practice Group; and the Friends of Warren Buffett Practice Group.

Ben Finzel, co-chair of the firm's gay practice said, "FH Out Front was a simple, instantly recognizable name that describes who we are, how we operate, and why we know the community. FH Boom, well..."

FH Boom will be headed by Eileen Marcus and Carol Orsborn. Marcus is a senior partner who's been the agency lead on AARP. Orsborn is a ringer the agency brought on with a Ph.D. in adult development. Orsborn literally wrote the book on the boomer generation. Her most recent book is BOOM: Marketing to the Ultimate Power Consumer—the Baby Boomer Woman.

FH Boom is headquartered in the firms's Washington, DC office but can meet with potential clients anywhere throughout Fleishman’s global network of 80 offices.

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CORRECTION

It has been brought to our attention that the photo featured with this story is actually from another book on Boomers. As Ms. Osborn had written "the" book, we naturally assumed. We were wrong. This is from "Marketing to Leading Edge Boomers," by Brent Green.

In all fairness, we've included a little review.  Green's book gets 5 stars:

Boomers: Green Gets it Right!
By David B. Wolfe

As the words "aging boomer" rise in frequency in marketing venues, like feathered scavengers circling a fallen animal in the bush, countless boomer "experts" appear out of nowhere offering clients "the" answer to cashing in big on so-called boomer markets.

Most of what these "experts" dish out to whomsoever will listen is bunk. However, Brent Green's "Marketing to Leading Edge Boomers," is solid. It approaches the task of explaining where boomers -- especially leading edge boomers who have always been the most activist segment of the boomer cohort -- are in their worldviews, values, needs and behavior as they move ahead on their journey through the second half of their lives.

While Green's book is not a "how to" recipe book for embarking on that new or next campaign targeting boomers, it is better than that. The formulaic approaches that most readers of marketing books hope to glean from their readings just don't hack it in older boomer markets. The greater degree of individuation, introspectiveness and autonomy that typically emerges in the second half of makes knowledge of the traits of boomers' behavior in the second half of their lives -- which Green delivers on -- more useful that absolutist prescriptions for what to do that characterize most books in the marketing genre.