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AARP Services and The Kantar Group Announce ‘Focalyst’ Name of Joint Venture Devoted to Understanding 50+ Consumer Patterns

Marketing Executive Michael Irwin Named President

AARP Services, Inc. and The Kantar Group announced today the name of their joint venture dedicated to understanding Boomers and 50+ consumers. The new organization, called Focalyst, will serve as an information and insight resource to organizations that market to older Americans. Focalyst will provide data, analysis and advice to marketers, advertisers, and executives developing products for the fast-growing population of 50+ consumers.

The organization also announced its new president, marketing industry veteran Michael Irwin.

"Mike Irwin is going to lead this organization to help businesses navigate the changing demographics in our country. There are 76 million baby boomers approaching retirement age and 28 percent of the U.S. population is over 50 years of age. Savvy marketers are realizing the potential of this population and Focalyst, with Mike Irwin's leadership, is going to provide the data, research and insight to support those business models, said Dawn Sweeney, president, AARP Services, Inc.

Mike Irwin comes to Focalyst with a career in marketing in which he has held senior leadership positions in marketing, customer relationship management, and direct marketing. Some of Irwin's previous positions include serving as Executive Vice President and Chief Operating Officer of Real Health Laboratories; Executive Vice President and North American Regional Director for McCann-Erickson's MRM Worldwide; Founder, President and Chief Executive Officer of Maverick Marketing Group; President and Chief Executive Officer of Cadmus Direct Marketing, Inc.; Chief Executive Officer for Bronson Pharmaceuticals.

For more information about Focalyst, please visit the organization's new website at or contact the organization at 212-548-7270

Focalyst is the leading source of data, analysis and advice about Baby Boomers and 50+ consumers. As a joint venture between AARP Services, Inc. a wholly owned subsidiary of AARP, and The Kantar Group, one of the world's largest research and consultancy networks, Focalyst has a unique blend of experience and insight that will deliver actionable, forward-looking research on this dynamic generation. Each year, Focalyst will offer the most comprehensive consumer lifestyle study of more than 35,000 consumers aged 42+ within the US, along with expert analyst advice and interactive events to help clients across industries deeply understand Baby Boomers and 50+ consumers.

AARP Services, Inc., founded in 1999, is a wholly-owned subsidiary of AARP. AARP Services manages the wide range of products and services that are offered as benefits to AARP's 35 million members. The offers span health and financial products, travel and leisure products, and life event services. Specific products include Medicare supplemental insurance; automobile and homeowners insurance; member discounts on rental cars, cruises, vacation packages and lodging; special offers on technology and gifts; life insurance; a credit card; pharmacy services; alternative health services; legal services; and long-term care insurance. AARP Services' responsibilities include developing new products, managing products and services, marketing, creating and maintaining partnership and sponsorship relationships, and developing and managing AARP's award-winning website,

The Kantar Group is ( is the global information, insight and consultancy division of WPP, one of the world's leading communications services groups. The Kantar Group provides a diverse range of skills and expertise oriented around the shared task of helping clients understand their markets, their brands and their customers.

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