NYCA Strategic Planner Explores Spending Habits of Baby Boomers in New Book, “After Sixty”

December 07, 2006 (PRLEAP.COM) Business News
Michelle Edelman, vice president/director of strategic planning at San Diego-based full-service marketing agency NYCA, explores the $2.6 trillion spending power of Baby Boomers in her new book, "After Sixty."

“Baby Boomers have revolutionalized markets and products throughout their lives,” says Michelle Edelman, Vice President/Director of Strategic Planning for full-service San Diego-based advertising agency NYCA. To address the impact of this influential group, Edelman has co-written “After Sixty,” available this month from Paramount Market Publishing.

“The book explores how this huge buying group will spend in the next decade,” says Edelman, who came to NYCA last year from Ogilvy & Mather, where she helped create the groundbreaking Dove Campaign for Real Beauty. “We expect the Boomers to behave quite unlike previous generations, who at the same age were planning to retire, becoming more conservative financially and slowing down physically.”

Some of the topics explored in “After Sixty” include the migration of Boomers geographically, a comparison of their attitudes and well-being on a global basis, and the impact on various financial markets as a result of the demographic’s so-called retirement.

“Baby boomers will control $2.6 trillion in spending power by 2007 and Michelle's expertise is invaluable to any marketer who wants to understand and motivate this important group," says Michael Mark, creative director/CEO of NYCA. “In fact, we’re offering a grow! day during which Michelle can help marketers effectively target their message.”

Those interested in more information or setting up a grow! day should contact Jon Dupuis at 760-436-7033 or

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