Born the Agency launches Seasoned, an agency of over-55s helping brands sell to over-55s

When we started Born The Agency, we did so with a simple belief: that brands are the great storytellers of our time. That brands matter, and that they shape how we see the world, how we see each other, and even how we see ourselves. And in our modern world, these stories are fundamental to how society works. They're what allow us to make sense of the world, organise ourselves, cooperate and build shared belief. And today, it is brands that play the role in creating, reinforcing and changing those stories. It's a belief we call Narrative Theory, and today I'm incredibly proud to announce the first evolution of that thinking. Introducing Seasoned By Born The Agency ❤️

Seasoned started with a simple observation: that the over-55s are one of Australia's most commercially powerful, culturally complex and creatively underserved audiences. Yet the stories we tell about later life are so, so narrow. Retirement. Slowing down. Decline. Well, we reject that idea. There is a much bigger, richer and more interesting story to tell.