rhc advantage was formed by Mark Beasley, a marketing consultant, and Richard Collyer, a creative director and designer. Following successful careers working with mainstream businesses, brands and organisations on a wide range of creative and marketing campaigns and projects, we joined forces in 2010 to help businesses address the challenges and opportunities of an ageing population. In 2013, we were instrumental in forming the Mature Marketing Association and its offshoot, the annual Mature Marketing Summit.
Since then, we have worked with a wide range of brands, businesses and organisations on age-related marketing projects. These have ranged from start-ups and SMEs to many large, well-known brands, businesses and charities.
In 2010, we joined forces to confront the challenges and opportunities of an ageing population. Since then, we have worked with a wide range of brands, businesses and organisations on age-related marketing projects. These have ranged from start-ups and SMEs to well-known brands like Cancer Research UK, Co-op, Cosmos, Fujitsu, Holiday Inn, Homeserve, LifeCare Residences, PepsiCo, Royal Horticultural Society and Sennheiser.
Founder and Consultancy Director
Mark is an experienced marketing consultant, who now specialises in the mature (50+) market. He was co-founder and Chairman of the Mature Marketing Association (2013-2018), which he led to become Europe’s leading organisation for mature marketing, as well as running Europe’s largest annual conference on this subject – the Mature Marketing Summit.
Mark also speaks and writes about age-related marketing. He speaks regularly at conferences and his writing includes the Mature Marketing Report and the WARC (World Advertising Research Centre) Best Practice Guide for Marketing to 50-plus consumers.
Mark has spent many years in various marketing agency roles, including copywriter, account director, planning director and managing director, before co-founding what became one of the UK’s leading marketing communications agencies, subsequently acquired by Sir Martin Sorrell’s WPP group. He worked in a global planning role for WPP. During this time, he worked on a wide range of marketing projects with many mainstream businesses in most sectors.
After WPP, Mark combined consultancy assignments in the UK and overseas with a ‘portfolio’ of roles, including business ventures, mentoring and teaching at a Business School. He formed rhc advantage in 2010 in the belief that marketing as both discipline and business function should be more closely aligned with the ageing population in Europe and elsewhere.
Mark has an MBA and is a social science graduate. He was admitted to the Marketing Society in 1989 and was elected a Fellow of the Royal Society of Arts in 2015.Contact Mark directly
Founder and Creative Director
Richard is responsible for the creative direction of all our clients’ work, from creative strategy and concept development, right through to the attention to detail and craft skills that ensure that every concept is executed to the highest possible standard.
He is a creative director well-versed in design yet equally at home with omni-channel communications. He manages the creative design studio, based in Hampshire, where he loves to create great design and branding. He also enjoys applying his skills across the communications mix, down to the humblest leaflet or email to ensure brand synergy across all consumer touchpoints.
He has over 25 years experience in the creative, design, brand marketing and communications business, as a creative consultant, designer and creative director. In that time, he has built a successful design agency - rhc creative strategy - which is the partner of rhc advantage, based in Hampshire and Chelsea, London.
Richard has worked with many private and public sector organisations in both consumer and B2B markets. He has the skills and expertise to consistently apply original thinking to develop concepts that engage audiences and deliver tangible commercial results. He combines a passion for detail with the ability to find simple solutions to previously complex communication issues.
Richard graduated with a BA (Hons) in Graphics and Communication from West Surrey University in 1980.Contact Richard directly