Thursday 3rd July, 2025
The Cavendish Centre, Duchess Mews, London W1
The Silver Marketing Summit is Europe’s leading conference focused on the “silver” market – offering marketers the opportunity to enjoy a full day of expert speakers and networking sessions.
Delegate tickets include:
- Full day of sessions
- Entry to the Silver Marketing Awards at 4.15pm
- A hard copy of 3 brand new reports being launched on 3 July
- “Silver Marketing around the World”
- AI and The Silver Market
- Legacy Giving – are advertisers killing the market?
- Breakfast, mid-morning refreshments, a delicious lunch, afternoon refreshments and 2 complimentary drinks at the bar.
See what last year’s delegates said
2025 Silver Marketing Summit Agenda
09.00 am Registration, networking, breakfast – in partnership with Global, home to Classic, Smooth and Gold.
09.25 am Introduction & welcome to our sponsors & partners
09.30 am Keynote address – Silver Marketing around the World – Carl Honoré
We are delighted to welcome Carl Honoré, award-winning writer, broadcaster, TED speaker and Ageing Advocate. Carl will be presenting findings from our new white paper taking us around the globe for international marketing insights.
10.00 am AI and the Silver Market
Chair: Andrew Telling, Creative Director, TV Ads Work
AI is a hot topic and its role in marketing is becoming increasingly important. However, when it comes to AI and the silver demographic, is it a friend or foe? Our expert panel share their insights and discuss the benefits and risks.
Panellists:
- Vicky Carne – Founder, 3A-AI
- Julia Glenn – CEO, AI by Design
- Peter Otto – Chief Product Officer, Sentai
10.30 am A Date with Data
Two expert speakers share their knowledge with a short talk, packed with practical insights for delegates:
- The Power of Data: enhancing retail efficiency and growth – Ed Lennox, Operations Director, Ginger Black
- Saga case study: a data & insight driven marketing approach – Lisa Edgar, CEO, The Big Window
10.45 am Tea break – Sponsored by Accord Marketing
11.05 am Turning on Middle-Aged men
Often ignored when it comes to advertising, unless it’s for Viagra, our panel of Silverbacks considers how to effectively target & communicate to this cohort.
Chair: Steve Huxham, Director, Silver Marketing Association
Panellists:
- Lance Hill, CEO, Eight Group
- Mike Mansfield, CEO, Proage
- Quentin Boyes, Founder, Humbug
11.30 am The Business of Marketing Beauty & Skincare
Anti-ageing, age-defying… there’s a constant pressure to maintain a youthful appearance especially for women. Is marketing guilty of creating insecurity as we grow older? Or is the beauty industry starting to celebrate individuality and positive ageing?
Chair: Sue Benson, CEO, The Behaviours Agency
Panellists
- Anthea Turner, media celebrity, author of “How to Age Well” and skin care entrepreneur
- Emmanuelle Bassmann, Founder & Managing Director, In-Trend Ltd.
- Tricia Cusden, Founder, Look Fabulous Forever
12.00 pm OK Boomer, OK Snowflake
How can Gen Z marketers understand what it’s like to be old.
Chair: Caroline Ayling- Marketing Director, JAA Media
Panellists:
- Maisie Blackburn – Marketing Apprentice, Commercial Marketing team, Global
- Mike Mernin – AV Planner Buyer, JAA Media
- Adjoa Ayebi-Kwakye – Marketing Executive, Ambassador Cruise Line
- Margo Saldanha – Email and SMS marketing executive, Real Response Media
12.30 pm 5 Minute Masterclasses
A series of three short presentations with practical takeouts by experts in their field.
- Marketing legacies – a sharp lesson in overkill. Dawn Le Men, Boom Radio
- The Video Journey – marketing on YouTube. Ben Bonarius, Navigate Video
- Take a seat – retail therapy for older shoppers in Bournemouth. Rachel Woodward-Carrick
12.45 pm The Humbug Story
12.50 pm Lunch & Networking – sponsored by Humbug
1.55 pm Dragons Den
The return of our highest-rated session from 2024 – 4 entrepreneurs in the world of silver start-up businesses each make a 3 minute pitch for a share of a fictitious £1m marketing budget. You, the audience, will decide which pitch merits your investment.
Chair: Tom Dunn, Managing Director, Wild Dog Design
Our entrepreneurs include:
- trundl – the UK’s only non-competitive walking app. Presenter: Hilary Mines
- Turners Oak – advisory and estate agency service to navigate moving home in later life. Presenter: Susan Gregory
- Good Life Sorted – local hand-picked helpers providing a range of home help services and companionship. Presenter: Oakley Walters
- LivOn – AI-driven platform to support retirees in navigating the transition into post-career life. Presenter: Amanda Forsyth
2.35 pm Not just Silver… Marketing & Intersectionality
Our panel from VOICE discuss the challenges of marketing and communicating with older people who are also LGBTQ+, People of Colour or living with a disability
Chair: George Lee, Head of Narrative for the National Innovation Centre for Ageing
Panellists:
- Suzanne Iwai, Autistic Ambassador
- Rashmi Kumar, Trustee of Public Participation network connecting diverse communities
- Cynthia Fortlage, Gender Diversity Educator
3.05 pm Marketing Case Study – The Sandals Journey featuring Anthea Turner
Since 1981, Sandals Resorts International has been leading the Caribbean all-inclusive industry. Together with Accord Marketing, they present their brand evolution and how the role of an influencer plays a key part in their marketing strategy.
Speakers:
- Jasman Ahmad, Strategy Director, Accord Marketing
- Jenny Sowerby, Director of Marketing (UK & Europe), Sandals Resorts International
- Guest: Anthea Turner, Media Celebrity & Influencer
3.35 pm Closing Keynote – Four decades of Silver Service – Chris Simmonds
Chris Simmonds, now CEO of HF Holidays, has worked in the silver sector for over 40 years also holding senior roles at Saga, Revitalise and the JG Travel Group. He will share marketing insights, lessons learned and draw from his many years of wisdom and experience in a fitting close to our Summit.
3.50 pm Tea & (optional!) wine break – sponsored by JAA Media
4.15 pm Silver Marketing Awards
In partnership with Global, this will be a glittering showcase of the shortlisted campaigns and announcement of the winners.
Watch and listen to the winning campaigns, gaining ideas and insights.
Celebrate the winners with a glass in hand.
Read more about the Awards Ceremony
5.15 pm – Awards finish and return to the bar (optional!)
6.00 pm – Close