March 9, 2001

AARP Selects Headquarters Advertising For Hispanic Initiative

Washington, DC — AARP announced that HeadQuarters Advertising of San Francisco has been named to provide brand and direct advertising to enhance the Association's presence in the Hispanic community.

In announcing the selection of HeadQuarters Advertising, AARP's Director of Brand Development and Coordination John D. Killpack noted that the agency—independent and Hispanic-owned— will greatly assist in the expansion of the image campaign launched in 2000. The campaign aims in part to ensure that AARP is as relevant to be millions of Boomers as it is to their parents.

"We are strongly committed to the Hispanic community, and the selection of HeadQuarters is a demonstration of that commitment," Killpack added. "AARP wants to ensure that our membership reflects the diversity of the 50 and older population."

Killpack said that the com-pany's first assignment will be to support a 2001 market test with a coordinated program of image advertising, direct response, public relations and special events.

Founded in 1987 by Horacio Gomes, HeadQuarters Advertising is a 28-employee firm with offices in San Francisco and San Antonio. HeadQuarters has been the recipient of a number of advertising and marketing awards, including the Regional and National Addy (AAF), the Effie and Se Habla Español. Last year, the agency was recognized with the Advertising Age Hispanic Creative Advertising Award for Best Campaign in Technology and Communications.

Gomes is a founding member of the Association of Hispanic Advertising Agencies and has been elected president of the Association for 2001-2002.

The company will coordinate its brand development work with Fleishman-Hillard and Greer, Margolis, Mitchell, Burns and Associates, which provide communications and advertising support for AARP.

Entering its 43rd year, AARP is the nation's leading organization for people 50 and older. The 34-million-member association in expanding its grassroots and community-based operations and providing new products through AARP's taxable subsidiary, AARP Services, Inc. The organization also has introduced a new bimonthly magazine for boomer-age members, My Generation, and has revitalized Modern Maturity magazine.

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