New Boomer-Focused Agency Launches Amid Layoffs and Closures

Starting a company when the rest of the business world is shrinking or budgeting very conservatively seems counterintuitive. But then Baby Boomers have been driving the small-business start-ups during this recession. Lori Bitter, CEO of Continuum Crew, and an expert on Boomers and what drives them, decided to do just that.

Bitter, the former President of JWT BOOM, founded Continuum Crew, the only completely integrated agency focused on consumers 40+. Following a surprise closure announced in January, Bitter set about creating the agency of the future to communicate with the nation’s oldest consumers. Three partners, also from JWT BOOM, join her: Patrick Mercier; Amy Ruff; and James Wood; and an experienced staff of mature-market professionals.

“The structure of this agency is very different from the firms we’ve all been part of before; it is driven by changes in media, consumption, the role of the consumer, and the need to both listen in new ways and to communicate in very different ways,” said Bitter. “We continue to provide a full range of traditional agency services to our clients – who include many firms who chose to follow us to Continuum – but we have the best set of online communications tools created for consumers over 40. And it isn’t just about the tools. We have the research, experience and insights to create relevant engagement strategies and communications.”

Patrick Mercier, who leads the Interactive team, is the former Senior Producer for JWT BOOM, garnering numerous awards for web sites and online campaigns. He has worked for Goodby Silverstein & Partners, Grey SF and Real Branding.

Amy Ruff is charged with Client Services and is the former Client Director for JWT BOOM. She and Bitter also worked together at Age Wave Impact, a mature-market focused agency in Emeryville, CA, owned by Boomer guru Ken Dychtwald.

James Wood joined the JWT BOOM team as Creative Services Director after a stint as Group Production Manager for Leo Burnett’s studio in Chicago. He is responsible for Continuum Crew’s Operations and day-to-day management.

Continuum Crew works with a national roster of clients in retirement community and active-adult real estate, retiree associations, packaged goods, software, health care, medical devices and death care.