Jean-Paul Tréguer, CEO and Founder of TVLowCost International

Born in 1955, graduated in 78 from from the French Business University EDHEC, Jean-Paul Tréguer is the originator of the TVLowCost concept, first launched in Paris in October 2004, and an immediate "hit" on the market. Its success encouraged him to expand this 'revolutionary' approach into other countries quickly in order to benefit other advertisers.

The French TVLowCost operation handles already 57 TV Clients, won in less than 4 years. In France, it is also the leading Day-Time TV airtime buyer with more than 50 000 spots/year on national french TV channels !
Today, the growing network is already established in 11 countries : France, UK, Germany, Spain, Italy, Sweden, Belgium, Canada and Québec, Australia, New Zealand and finally USA. In the last 3 years and a half the network has won 110 clients and shot more than 450 TV commercials. He is the co-author of a book : "Low Cost Attitude", where he describes the method and philosophy of his new operation.

Jean-Paul Tréguer has spent all of his career in advertising agencies (Kenyon & Eckardt, Saatchi & Saatchi). He founded his own agency MGTB in 1982 which became a partner of Ayer Worldwide in 1987. He was a member of the Ayer International Board of Directors based in NY. After selling his first agency to EURO RSCG, he launched, in May 1995, Senioragency, establishing the 1st International agency network dedicated to Baby-Boomers and 50+ consumers. Today, the network is present in 10 countries.

His involvement in marketing to mature consumers started in 1989 after a trip to the US. He created Senior Academy in 92, the first European specialist focussing on 50+ consumers. He is also the author of the first two marketing books ever written in Europe on that target: "Le Senior Marketing" (published in 1994 and a 4th version issued in December 2005) and "18 Golden Rules to attract Senior consumers" (96).

In April 2002, Jean-Paul published "50+ Marketing" in English with Palgrave/Mac Millan which sold in 30 countries. He is also well known as one of the International experts of Generational Marketing and is very often invited to give speeches to International Seminars, Congresses and Conferences. Since 1997, he has been steadily establishing the first international agency network dedicated to 50+ consumers.

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Jean-Marc Segati , CEO TVLowCost Belgium

Born 1965, has spent 18 years working in advertising. First as Account Executive for Saatchi & Saatchi, he worked for several major brands such as IBM, Beiersdorf and Nabisco.

Then Account Manager (Hertz Europe, UAB, BMW, Vichy...) before joining Grey Belgium to establish Grey Direct. Account Director and European coordinator on BP and BAT, several major Clients won locally (Delhaize, Mitsubishi...) and Internationally (SAS, Skoda...).

He moved in 1995 to main Grey as Business Director and, in1997, opened Senioragency in Belgium, a new concept soon to be a great success and an independant company. A natural evolution for Jean-Marc then was creating Nextage, a multi segment global agency whose main goal is to help advertisers dealing with new audiences. Now a Strategic Consultant for various leading companies (Unilever, Coca-Cola, AXA), as a reknowned expert of generational marketing, he is increasingly dedicated to finding new business solutions for his Clients.

TVLowCost is to date the most innovative of them. Launched in November 2004 just after France, TVLC Belgium is already handling several brands on Belgian TV.

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Andrew Mitchell, CEO TVLowCost UK

Known to Jean-Paul for some years and having established Senioragency in London, Andrew set up the London end of the expanding TVLowCost network in Oct 05. He too is a great believer in its high potential - especially for Challenger Brands, his forte these past 14 years at his own agency founded in 1990: Mitchell Patterson Grime Mitchell.

Andrew now has 34 years of experience in marketing and communications working from London. With two degrees from Glasgow [Hotel & Catering Management and Marketing], after working as a Chef in The Ritz Piccadilly he joined the small Grey Advertising agency in 1974, moved to the larger Y&R in 78, the fast-growing Publicis in 83, and then started his own MPGM agency in 90 with 3 close friends. In 2004, the 4 Partners wanted to move on in their respective careers, and happily so; they sold the agency plus 5 specialist companies to their respective managements and each is now embarked on new challenges.

Going back in time, if Grey was all about learning the advertising ropes on John West, ICI, BAT and Timex, Y&R was about consolidation as Account Director on big accounts - P&G, Cadbury, Richardson-Vicks and Heinz. His move to Publicis gave him senior management and group experience as Group Vice Chairman of 9 companies. He has now worked on over 150 Client companies, over 200+ brands and on a heady 120 pitches ! All experience was then combined in 90 as he successfully launched MPGM. Its focus was on Challenger Brands - providing New Insights to secondary brands, all being heavily out-gunned by their competitors and so needing superior strategic and creative firepower in response. Finally, and with broad International brands experience by this time, MPGM joined Interpartners in 96 - Europe's largest 34-strong independent agency network - where Andrew effectively took the number 2 role to the Chairman. His sole focus now is ensuring TVLowCost's success in the UK.

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Joerg Lathwesen, CEO TVLowCost Germany

Joerg Lathwesen is an International Creative Director, who started his career at Ogilvy Germany and in the USA, later BBDO and D'Arcy where he was CCO for the European Alfa Romeo Account. Then leaving for the Ayer Group as CCO and a partner. He met Jean Paul Tr?guer and worked with him as creative counterpart and creative coordinator on the European Beiersdorf account and its successful Nivea range. During his career he has served such demanding Clients as Philips, Colgate, AT&T, Henkel, Continental Tyres, Ritter Sport, Telekom Germany, Olympus.

In 1995 he decided to run his own agency and became the main partner of ESKOM Hamburg, serving Clients like Ferrero.

J. Lathwesen is a well-known Jury President and Guest Speaker to many top Tourism companies in Germany during celebrations for the annual 'Tourism Oscars' for the most creative communications campaigns.

In August 2005, after a couple of months preparation and looking for the right staff for the business, he decided with JP Treguer to launch TVLowCost Germany as a partnership, sharing that same visionary idea for the network. First reactions from the German market have been genuine enthusiasm for the simple but brilliant premise behind TVLowCost. Flattery indeed from this particularly economically-minded country, leave alone its Clients!

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Nico Petrelli, CEO TVLowCost Italy

Nico Petrelli born 1962, after the economic degree, takes several Business Administration and Marketing Masters at the Bocconi University in Milan.

At the present, besides being owner of a Consulting Marketing Agency and a Adv. Agency, he is Marketing & Advertising teacher in post-lauream courses at the Macerata University.

He worked for 15 years as Marketing & Communication Director in popular italian and american brands and for this reason, he knows well the real requirements, necessities and demands of the companies that are client of traditional advertising agencies.

In 2000 he made a "Great Step" and , thanks to the acquired experience, from client he became owner of a Marketing Consulting Agency and besides he set up an Ad Agency.

In the first months of 2006, he "fell in love" with TvLowCost. He started to work with Andrew Mitchell ( Ceo TVLowCost UK) and an intense collaboration with JP Tréguer. In September 2006, he prepares the launch of TVLowCost Italia.

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Hakan Vitestam, TVLowCost Sweden

Hakan Vitestam, founder and principal partner in TVLowCost Stockholm.

A successful advertising agency, since 2002 in Sweden, that has established itself as the obvious choice in 50+ marketing. Håkan, with more than twenty years experience from advertising and Marketing as Creative Director and Strategic Planner , and a Bachelor of Arts
from University of Lund, is well equipped to support companies develop communication and strategies towards the 50+ consumers.

Håkan has won several advertising awards for well known brands like IKEA, Telia (telecom) and Ving (tour operator), and developed successful brand- and communications strategies for companies in categories like food and travel.

He has been partner in Advertising Agencies like Lowe Brindfors (Sweden and Norway – responsible for establishing of the subsidiary in Norway), Blanking and JWT, and during the last five years worked as freelance Planner and Communication Consultant.

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Toby Detter, TvLowCost Sweden

Toby (Thorbjörn) Detter, founder and principal partner in TVLowCost Stockholm.

Senioragency is the successful advertising agency, since 2002 in Sweden, that has established itself as the obvious choice in 50+ marketing. Toby is one of Europe top experts in the field of Customer Management (CM) and in strategic marketing. His academic background is from Lund University, Master in Chemical Engineering, and Marketing studies from Uppsala University.

Toby has methodologies and tools that have emerged from implementation of Customer Management and Brand strategies across more than 30 countries within the Shell Group of companies.

Over the last 20 years, Toby has gained a wide experience, including industrial and consumer operation as well as successfully implementing very large projects with results recognised on the international arena.

Examples of projects are implementation of CRM strategies in Europe across 16 countries, developing and implementing both consumer and industrial brand platforms, establishing Scandinavian marketing and sales organisation in a highly competitive environment.

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Chris Schultz, Director TVLowCost NZ

Chris Schultz has been both sides of the fence – brand marketing and advertising.

He has 14 years brand marketing experience in NZ and the UK - in the wine industry with Mildara Blass and Glengarry and with FMCG company Griffins Foods managing the ETA brand.

Chris is also Managing Director of Senioragency New Zealand, TVLowCost’s sister agency. His experience in tapping into baby boomers and seniors is unrivalled in New Zealand.

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Simon Healy, Managing Director TVLowCost NZ

Simon’s been in the New Zealand ad industry for almost 25 years. He set up Spawn Advertising, a boutique Auckland ad agency in 1999.

He has held roles of Group Account Director at M&C Saatchi and prior to that, Group Account Director at Saatchi & Saatchi, Auckland.

He has worked across most categories from Airlines to FMCG brands. Simon’s years of experience in developing ad campaigns sets a solid foundation for TVLowCost New Zealand.

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