Halle Berry, Steve Martin, Elton John, Rod Stewart, Paul McCartney and almost one million people across the UK can now class themselves as ‘parensioners’. They’re the rapidly growing group of men and women having children in their 40s, 50s, 60s and beyond and will be of retirement age while still financially supporting a little one.

Unfortunately, at a time when the average yearly pension is £8,407 and the cost of raising a child sitting at £10,593 per year, many of these parensioners could be facing a life after work where they’re spending their entire retirement income on their children – and still coming up £2,000 short.

Our story about the rise of the parensioners for retirement specialists LV= was one of the biggest talking points of the day for the media, securing sizeable print and online coverage in the Daily Express, Daily Telegraph, The Times, and Daily Mail, a five minute feature on ITV’s Loose Women, over 40 radio interviews and debate sparked all over twitter.

Derek Zoolander may have once famously claimed that there’s more to life than being really, really ridiculously good looking. Millions of male motorists in the UK, however, would seem to disagree. In fact, for these ‘Motorsexual Men’ there’s nothing more important than fixing one’s hair and perfecting Blue Steel in the rear view mirror – all while supposedly in control of a moving car.

It’s perhaps no surprise therefore that the research we conducted for MORE TH>N Car Insurance revealed that over two million blokes have crashed their car as a result of fixing their eyes on their own face than on the road ahead. Coverage of the story was secured in the Daily Telegraph, Metro, Daily Star and Daily Express amongst others.

Flexible fitness provider, payasUgym has brought in Cow PR as its retained PR agency following a competitive pitch, as it looks to build its customer base in the UK.

payasUgym, which launched in February 2011, offers customers access to over 1000 gyms across the UK with no joining or monthly fees – making going to the gym cheaper and easier.

Cow has been briefed to focus on building awareness for payasUgym’s positioning ‘to make it easier and cheaper for Britain to go to the gym’ with its target audience in consumer press through a variety of creative executions throughout 2013 .

Cow PR will also work to boost the brands presence in business and trade press over the coming months – as well as no doubt getting a bit fitter into the bargain!

Proving just how super British mums are, we worked with our client Littlewoods.com to reveal the sheer extent of questions kids ask their mums on a typical day – and it would appear that the Prime Minister, teachers and even Mastermind champions all have it easy! 

Thanks to inquisitive kids everywhere, mothers are being bombarded with 288 questions every single day, which is the equivalent of a staggering 105,120 a year (or 23 per hour) – more than David Cameron gets during Prime Minister’s Questions! Ok, so some of them are pretty basic: “why do we have to go to school”, but others would tax even the deepest of thinkers – “why is water wet”.

Fathers on the other hand seem to get an easy ride when quizzed by the kids and have perfected the three word response: “ask your mum”. 

And it all went rather well – with coverage highlights including The Sun (x2), Daily Mail, Daily Mail Online, Daily Telegraph, Telegraph.co.uk, Reveal.co.uk, Yahoo! Lifestyle and Netmums. Not to mention some regional pick up on The Shields Gazette and This is Nottingham.

It’s celebrations for a spate of new and terribly exciting clients at Cow, and first to be introduced to you are client blur Group and their CEO Philip Letts. If he had followed family tradition, Philip might have found himself selling massively popular diaries, but instead he has forged his own path and is now running a multi-million pound company that occupies the forefront of the ‘s-commerce’ market.

With profile pieces in Management Today, Growing Business, Growth Business and Money Week magazine (all in just over a month) don’t be surprised if you see a lot more of this dynamic company in the next few weeks.