We were delighted to welcome a stellar line-up of speakers for the Silver Marketing Summit. All are experts in their field and shared marketing insights and information with the audience.
Google insights into the 55+ market
Adam Hetherington - Agency Development Manager, Google Customer Solutions
An overview of how this older market is behaving online, and the significant impact the pandemic has had on search and buying patterns. How confident are the over 55s, and what should you be doing now to create effective online marketing campaigns?
Adam has been working in Google for the last 6 years, managing the top Irish network agencies and the top UK independent agencies. He was also the UK & Ireland's Google Customer Solution team's Measurement & Attribution Lead for the previous 3 years, with a focus on omnichannel retail, offline lead-gen & privacy, and has spoken at multiple Google events across Europe.
Advertising’s Unconscious Bias: Marketing to the over 50s.
Jasman Ahmad - Strategy Director, Accord Marketing
Brands are inspiring, irritating or ignoring a vast swathe of the UK population by failing to target the over-50s effectively. Let’s take a look at the ones that are getting it right, the ones that are getting it wrong, and the ones that aren’t even in the race.
Jasman is responsible for combining creative thinking with factual and statistical data to plan and propose effective marketing strategies that solve clients’ biggest challenges. His role involves using specialist media tools to undertake forensic research and performance analysis to uncover trends, distil insights and identify growth opportunities.
What do mid-life women really really want?
Eleanor Mills - founder & Editor in Chief, Noon
New research conducted by Noon shows that women 45-60 are a massively underserved cohort by brands with 60% saying they would be more likely to buy from companies who address them directly.
Eleanor Mills is the former editor of the Sunday Times Magazine and founded Noon.org.uk a new platform for women in midlife. She is passionate about changing the narrative about the later stages of women’s lives. In the hundred year life, fifty is only halfway through which is why she has called her platform Noon. Its motto? So Much More to Come.
Effective brand positioning & segmentation tools
Rachel Pease – Head of Marketing & Communications - Pure Retirement
The Pure Retirement Brand Positioning report is an essential read for all marketers, and Rachel will talk about accessibility of marketing materials, social responsibility, and legal implications. The Experian segmentation tool equips marketers to better understand the many categories which constitute the 50+ market, segmenting by age, affluence, and family situation.
With 15 years’ marketing across financial services, education, telecoms and scientific research, Rachel has built the Pure Retirement brand from the ground up since joining the business in 2015. Passionate about engaging with the mature market, she embarked on a collaboration piece with the Silver Marketing Association, to examine effective brand positioning for the over 50s market.
How dare you talk to me like that!
Michael King, Managing Director, Senior Response
The benefits of recruiting older workers, and why they are so effective in marketing products or services to older consumers. Techniques and insights shared.
Michael is an experienced Senior Contact Centre Professional with a demonstrated history of working across multiple industries over the past 25 years. He has vast experience in Contact Centre Operations, Business Process Improvement, Sales Operations, Customer Retention, and Stakeholder Management. He joined Senior Response Ltd in 2018 as Managing Director.
Saga Magazine - keeping relevant for over half a century
Louise Robinson - Editor, Saga Magazine
Saga Magazine is the UK's largest print subscription magazine with a monthly readership of over 600,000. How does it continue to lead the field?
Louise Robinson started her career on the Express and Echo in Exeter and then moved to Fleet Street working on the news and features desks of The Daily and Sunday Express, before being appointed Editor of S Magazine, the Sunday Express colour supplement. She took the helm of Saga Magazine, and the interaction she enjoys with her wonderfully engaged readers, who are all over 50, has made it the most enjoyable role of her career so far.
Imagery and language in advertising and marketing communications
Jess Kuehne is Senior Programme Manager at the Centre for Ageing Better. She develops and manages a strategic programme of activities to bring about change for our action area on challenging ageism. She previously led the Centre for Ageing Better’s work on healthy ageing and the physical activity programme, working to ensure more people reach later life in good health and free from preventable disability.
Jess has a Master’s in Public Health from the London School of Hygiene and Tropical Medicine and over 15 years’ experience advocating for changes to policy and practice on a variety of health issues, including smoking, tuberculosis, obesity and diabetes. She joined Ageing Better in August 2016.
Mirror on the Industry – Representation of Older People in TV Advertising
Katya Des-Etages - Research Executive, Channel 4
Mirror On The Industry is a deep dive into the levels of representation of different minority groups in TV advertising. Katya will present a specific report focusing on ageism in advertising which has some sobering insights around age & intersectionality
Katya has worked across Channel 4’s award winning research Mirror On The Industry, a deep dive into the levels of representation of minority groups in TV advertising, public perceptions of that representation and the steps brands can take to improve representation and portrayal across communications.
Mirror on the Industry – Representation of Older People in TV Advertising
Felicity Ive - Senior Client Lead at Channel 4
Felicity will be in conversation with one of the creative team from AMV BBDO as well as their client, Tena, talking about their campaign which won the prestigious Diversity in Advertising Award 2021. The taboo-breaking subject? The realities of the menopause.
Felicity works directly with Marketers to provide thought leadership and best in class, creative work. She has worked on award winning campaigns including ‘Together Against Hate’ with Nationwide Building Society, ‘Hair Power: Me and my Afro’ with Dove and the Black to Front project.
The Audio Revolution
Tony McAllister - Partnership Development Director at Global
Ton and Chris will be in conversation together talking about the audio revolution and how audio should be a key part of any marketing strategy & plan. While radio still plays a key role in the media mix, the popularity of podcasts has grown exponentially in recent times.
Tony is responsible for ensuring advertisers are inspired to create industry leading Partnerships that are driven by creativity. During his 16 years at Global, Tony has worked with all of the UK's key media agencies across a whole host of client categories. Digital and social have been a particular passion, and in recent years Tony has been key in developing Global's commercial social video strategy.
Marketing & financial advice for the over 50s
Karen Barrett, Founder and CEO of unbiased.co.uk
Since 2009, Unbiased has helped more than 10 million people make better financial decisions and the 50+ market is a key audience for the brand. Karen will explain the company’s straight-talking approach to marketing and share three key principles that underpin how Unbiased has built trust with its customers. She also talks candidly about the personal circumstances that inspired her to launch the business.
Karen, 48, was shortlisted for Scale-Up Entrepreneur of the Year at the Great British Entrepreneur Awards and Great British Businesswoman of The Year Finalist in 2021. She lives in Hertfordshire with her husband and three children aged 15, 13 and 8.
Flow like Water - launching Silver Magazine, a new title for the over 50s
Sam Harrington-Lowe - Founder & Managing Editor, Silver Magazine
Sam will be talking about how her rollercoaster of a journey with the launch of Silver Magazine; about how she overcomes the challenges of running an independent magazine in a zen-like way, and how Silver connects so effectively with its readers.
Sam is a publisher and journalist with over 25 years’ experience. She’s also an entrepreneur, university lecturer, and mentor for disadvantaged young women. Heading towards the golden age of 50, she identified a gap in the market for a more edgy platform for mature mavericks, and launched Silver Magazine.
Expert Panel - Lifestyle & Travel Behaviour - Cat Jordan
Cat Jordan leads Trade and Consumer PR at Travelzoo in the UK and Germany, along with many marketing initiatives globally. She works closely with Travelzoo’s travel and lifestyle partners to help grow their business through insightful and innovative content creation. Her passion is consumer trends and insights and she talks regularly with the press on this subject.
Cat returned home to native England in 2018 having spent five years working in New York with a variety of brands including VisitBritain and Travelzoo.
Prior to her time across the pond, Cat headed up Consumer PR at one of the world’s busiest airports -- Heathrow.
Cat lives in London with her husband and two pre-teen kids.
Expert Panel - Lifestyle & Travel Behaviour - Lisa McAuley
Lisa has spent her entire 30 year career in the travel industry, working in retail and tour operations in both mass market and niche segments including ski, touring and hotels.
Her roles have included Managing Director UK & Ireland for 3 years at ultra luxury cruise line Silversea, and 4 years as Managing Director B2B dnata Tour Operations responsible for the much loved and respected UK Travel brands Gold Medal, Pure Luxury, Cruise Plus and Incredible Journeys.
In December 2020 Lisa acquired Silver Travel Advisor the UK’s largest reviews and advice site for the Over 50’s traveller.
Expert Panel - Lifestyle & Travel Behaviour - Stuart Lewis
Stuart Lewis is the CEO of Rest Less, launched in 2019 as a platform to help people navigate life and career transitions in their 50s and 60s. Prior to starting Rest Less, Stuart held a variety of marketing and commercial leadership roles with leading brands such as Octopus, American Express and Amazon
Expert Panel Chair- Lifestyle & Travel Behaviour -Sally Winfield
After a long and successful career in media, predominantly spent at DMGT, in 2007 Sally set up her own Management Consultancy/Coach-Mentoring company and worked with well-established companies, both media and otherwise. One of these was Accord, an award-winning and proudly independent marketing agency specialising in the Travel, Tourism and Hospitality sector. She was appointed a Non-Executive Director of Accord in 2007, COO in 2013 and CEO in April 2015.
In 2018 Sally was appointed Chair of the Mature Marketing Association - an organisation focused entirely on the over-50s - promoting best practice marketing, facilitating networking events and investing in relevant, thought-provoking research and data. The MMA subsequently evolved in 2021 to become the Silver Marketing Association of which she is now a director.
Expert Panel - Lifestyle & Travel Behaviour - Jon Worsnop
Jon Worsnop is deputy editor of Weekend magazine, free with Saturday’s Daily Mail. With attention-grabbing covers featuring stars of the small screen, Weekend focuses on the best of the week’s TV and radio. In addition to TV listings, Weekend includes an on demand TV guide with more than 100 must-see shows, highlighting the best of Netflix, BBC iPlayer, Amazon Prime Video, Disney+ and other streamers. Plus added extras from puzzles and prizes, to gardening tips and recipes for any occasion. Jon has been Deputy Editor of Weekend Magazine for 11 years and before that was Consultant Editor of The Daily Mail.