Close-Up: Newsmaker - Why Campbell is ready to take on might of Saga.(Robert Campbell )

With the launch of tgi50, Robert Campbell believes he can build a challenger brand to fight for the over-50s.

Robert Campbell is 50 this year and has realised there is no really effective way of companies marketing to people his age. He's also sick of working for big ad agencies. However, he doesn't want to launch another of his own - it's too easy, apparently.

But he also believes he has an entrepreneurial spirit that could be put to good use launching his own brand.

So he has teamed up with Toby Constantine, a former marketing director at The Times and The Sunday Times (who was his client at Rainey Kelly Campbell Roalfe/Y&R in the 90s), to bring all of those things together in one whole, and that whole is called tgi50 - or, for those that can't work it out, thank god I'm 50.

Extremely simply (because it does get much more complicated), the business will aim to allow contemporary brands to interact with the ever-expanding and culturally diverse over-50s market using a range of media.

Sound confusing? It is a little at first. Even the founders admit that they are pretty much making up the business plan as they go along.

It's not technically an agency because it won't be creating ads, but it will be promoting brands to a very targeted set of consumers. Campbell says: 'It's more of an exclusive club.'