Changing Aging is pleased to interview creative and strategic guru Fred Senn. Fred began his advertising career by managing advertising for First Bank System. Pat Fallon recruited Fred to the agency side at Martin/Williams Advertising and then asked him to be one of the founding partners of Fallon in 1981. Since then, Fallon Worldwide has grown to become one of the world’s most critically acclaimed and creatively driven branding companies. Clients include Sony, Nestlé Purina, Travelers, TIME Magazine, NBC Universal, Holiday Inn Express, and New York Stock Exchange. Fallon Worldwide is a global network of Publicis Groupe, based in Paris, and has 500 employees worldwide. The company has offices in Minneapolis, London, Singapore, and Tokyo.

Fred’s many rolls at the agency included Director of Account Services and later, Chief Learning Officer, running Fallon University, and guest lecturing at the University of Minnesota’s Carlson School of Management.

To mark the 25^th anniversary of the firm they founded together, Fred teamed with his partner, Pat Fallon, to write “Juicing the Orange,” a book about applied creativity to business problem-solving, published by Harvard Business School Press.

How do you think the advertising industry is going to have to change for the age wave?

There are three dimensions of change happening simultaneously; first, the demographics, as you suggest. Secondly, even bigger than the age wave changes are the technology advances that change the way we communicate with each other, and how we get our news and entertainment. And third, we are beginning to see a values shift from a consumption based society to more of an experiential based society. These changes are so radical they will render our traditional business model obsolete. Nimble evolving organizations will prosper.

We hear that people are going to work longer. The ad industry has been one that seems to be dominated by youth. Do you think we’ll see more people working longer in advertising?

With these changes, especially in technology, it’s going to be hard for those of us who are older to maintain our relevance. The tool kit has changed, and too few of us are facile with the new technology tools. What we do bring to the table is strategic wisdom, and the ability to focus on the horizon. But, we have got to keep learning ourselves if we hope to have a voice.

Some commentators say today’s advertising misses the mark is ageist. What do you think?

I don’t see that we are misrepresented more than any other demographic group. We are in an era of equal opportunity misrepresentation. I work in a place where the average age is younger than my kids. I take hits about being in the seventh decade of life every day. Get used to it, and get beyond it.

The Dove Real Beauty campaign has been very successful. Do you envision more advertising featuring ‘real people?’

Yes. Any form of storytelling asks its audience to identify with the characters. For too long we relied on aspirational characters €“ actors and models younger and prettier than those that inhabit our everyday world. People are jaded by that cliché. Smart communicators will rely on people with whom their audience can relate.

What do you think will be the characteristics of the new ‘consumer majority,’ those people 60+?

I think the very term €˜consumer’ is losing its relevance. As the bumper sticker says, “The most important things are not things.” Our own society is going to have to shift away from consuming, because we are going to be sharing resources with millions of others emerging from poverty around the world. I hope those of us who are over 60 can set the example, and reassure others that it’s the right thing to do, and not all that much of a sacrifice in the big picture. Our consumption habits in this country have created some very odd behaviors that we’d be better off without.

What is your vision for living in your 80s or 90s?

I’ve been inspired by my elders who do three things simultaneously. They are learners. They are teachers. And they are active beyond imagination, physically, mentally and emotionally. I’m going to try and follow their example.

I have learned that I make countless little choices every day that matter. The best way to make sure I get the big ones right is to practice on the little ones.