The Agency for the World’s Most Lucrative Audience feat. Brent Rivard (Partner, Geezer)

Is the advertising industry undergoing a mid-life crisis? We are obsessed with youth culture, viral trends, and Gen Z—yet the data shows that Gen X outspends Gen Z by a staggering 10:1 ratio. The 14th episode of The Indian AdGeek features Brent Rivard, founder of Geezer, a "purpose-built" agency hell-bent on helping clients unlock the 50+ demographic. Brent doesn’t hold back. We discuss the "brain drain" of senior talent in agencies and why a 27-year-old creative—no matter how talented—often lacks the lived experience to connect with a 52-year-old consumer. We also dive into the current health of the agency model, the massive Omnicom-IPG shifts, and why "mentorship has left the building." Key topics discussed: * The Origin of Geezer: Why the industry needs an agency staffed by senior practitioners. * The 10:1 Reality: Disproving myths about older consumers and where the real ROI lives. * The Mentorship Vacuum: How shedding expensive senior talent has impacted creative quality. * Reaction vs. Revenue: Why older demographics care about product benefits over viral emotional hooks. * Industry Watch: Brent’s take on the Omnicom-IPG merger, the "bullshit" of EBITDA, and the role of AI. If you are a marketer chasing the next trend while ignoring the people with the actual money, this episode is your wake-up call. The Indian AdGeek streams on all major podcast apps. Vishal Mehra - ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠@vis⁠hal1mehra⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠