Born the Agency launches Seasoned, an agency of over-55s helping brands sell to over-55s
Seasoned by Born the Agency is launching with a brilliantly simple premise: that to best serve businesses selling into the over 55 market, it helps to look through the same lens of life experience as the target audience.
An advertising agency specialising in the over-55 market, Seasoned brings together experienced marketing and creative professionals who are themselves in that cohort. The agency helps brands get their positioning, messaging, advertising and marketing right by bringing the audience’s perspective into the work from the start.
Says Shawn Griffiths, Managing Partner, Seasoned by Born: “Seasoned grew from conversations with fellow over-55s who didn’t recognise themselves in the advertising aimed at them.
“We were being spoken to as an age group rather than as people with capability, plans, interests and choices. What seemed to be missing was our perspective in the room where the message was being shaped.”
For Griffiths, that represents a commercial gap as much as a creative one: the difference between advertising that simply reaches an audience, and advertising that resonates, giving people a reason to choose a brand: “Having Seasoned under the Born umbrella is the perfect home. Born the Agency under founders David Coupland and Jenny Lennon has proven to be hugely successful in a relatively short space of time, and their insights, infrastructure and way of doing business is invaluable. Importantly, the culture of taking their work seriously (as evidenced by multiple industry awards) but not themselves, was a perfect fit.”
The scale of the opportunity is significant. Calculations from Australian Bureau of Statistics population data put the number of Australians aged 55 and over at approximately 7.9 million in June 2025 – nearly three in ten Australians.
Recent spending data also underlines the market’s commercial importance. CommBank’s Household Spending Insights recorded annual spending growth of 6.2% among people aged 55–64 and 10.1% among those aged 65 and over in the year to June 2026 – the two strongest growth rates among the age groups reported. These figures measure spending growth, rather than total spending or individual wealth.
Says Griffiths: “For brands, this is an audience worth understanding properly. The opportunity to make your brand more relevant to the people buying from you is significant. This group has the spending power, the time available, and the willingness to use both.”
Seasoned’s approach focuses on capability, respect, choice and what matters to people now, rather than assumptions and stereotypes.
Says Griffiths: “We don’t recognise ourselves in expressions like ‘golden years’. Our focus isn’t ‘later life’. It’s the lives we’re living now.
“Nor do we assume everyone over 55 has the same circumstances. Some are enjoying more freedom; others are building businesses, supporting family or starting again. Understanding those differences is part of getting the message right.”
Seasoned’s team has decades of professional experience, including substantial advertising and agency work, alongside the lived experience of building careers, raising families and navigating life’s changes.
The agency offers brand positioning, messaging, creative development, marketing, and advertising campaigns. It is inviting conversations with businesses serving the over-55 market.
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