Written by Joanne Kaufman, this article covers the importance of picking the right celebrity spokesperson to endorse products aimed at retirees. Kaufman relays the backstory on how AAG selected its past and current spokesmen. CEO, Reza Jahangiri is quoted saying, “An understanding of the retiree mind-set is critical in choosing a spokesperson … It takes more to get their attention, especially when we’re asking them to think about something like home equity in a different way.” Another important factor Jahangiri points out is that “the celeb has to believe in the product.”
This article appeared in June 25 New York Times Sunday “Retiring” column.
Read the full article here.
