The Silver Marketing Association Summit

Headline Sponsor

When: Tuesday 27th June 2023

Where: The Cavendish Centre, London W12

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. Plus a free copy of the “50 Shades of Silver” market segmentation report.

2023 Summit agenda

09.00   Registration, networking, breakfast

09.25   Introduction & welcome to our sponsors

Debbie Marshall, Managing Director, Silver Marketing Association

09.35  Meet the Shades of Silver Consumer Panel

Tony Ineson, Deb Merrifield, Glynis Sullivan, Roger Bray

09.40  Understanding the Ageing Mind

Lisa Edgar is an expert in consumer ageing. She will talk about how the decision-making process changes with age.  How do older people react to advertising and marketing messages from both a rational and an emotional standpoint at different stages of later life? She will cover implications for Marketeers.

Lisa Edgar – Chief Customer Officer, Saga Group plc

 10.05     Audience Q&A with Lisa & the Shades of Silver consumer panel 

   Moderator: Jennie Carr

10.15   Wise Up to TV

How can brands connect effectively with the older generation? Wise Up!, created jointly by ITV and System1, the global experts in ad effectiveness, present a guidebook for making ads with greater appeal to older people. It celebrates the brands which make ads that appeal to the over 55s and explores the key themes that make those ads effective revealing why better representation of older people in ads is a vital commercial goal. With ITV launching ITVX as viewing habits continue to evolve, this has further implications for the future of advertising effectiveness.

          Jason Spencer – Business Development Director, ITV

         Chiara Manco – Creative & Media Partnerships Director, System1 


11.00  Tea & Coffee break sponsored by Pure Retirement

11.20  Crossing the Channels

Experts from Radio, Print, PR, Direct Mail & Digital each pitch their case as to why their channel is suited to a mature audience, followed by a lively panel discussion with Q&A from the audience.

         RADIODavid Lloyd – Co-Founder, Boom Radio

         PRINT – Mark Palmer – Travel & Property Editor, Daily Mail

        PR – Grace Parker – Partner, FINN Partners

        DIRECT MAIL – Lance Hill -Managing Director, 8 Days a Week Print Solutions 

        DIGITAL – Luke Hand – Head of Insights, Mail Metro Media

        Moderator – Steve Dunne, CEO Digital Drums

12.45    Lunch & networking. Our Shades of Silver Consumer Panel will be table hosts

Lunch Sponsor: Mail Metro Media

14.00   Who wants to live forever?

What does the future of ageing look like, and how will marketing strategies adapt? Our keynote speakers each take 15 minutes to present their case.

         The Health Challenge

There are increasing levels of ill-health in the older population. UK citizens spend 20% of their life in poor health on average and there is a 20 year difference in healthy life expectancy between the richest and the poorest.  How can the nation age more healthily in the future, and what is the role that marketing can play in communicating key messages?

Tina Woods –  Founder & CEO, Collider Health and Business for Health


        The Product Design Challenge

Designing new products with practical applications for the ageing population is at the heart of the Design Age Institute’s work which includes the work / space environment, health and mobility. Colum will be speaking about design and bringing new products to market as well as showcasing a selection of his ongoing projects.

         Colum Lowe – Director, Design Age Institute


The Digital Challenge 

        Ageing is becoming increasingly digital. How is age tech currently being                            marketed, and how can we understand the best way to use AI and the latest                      assistive tools like ChatGPT to create content that inspires older people to buy                products and services?

Marshall Davies – Account Director, Greenwood Campbell


         The Business Challenge

       Drawing together what we have heard so far, Nic Palmarini explores how                          businesses can engage with consumers to develop products for healthy ageing                and understand the marketing challenges. What is VOICE and how can it                            empower new narratives?

         Nic Palmarini – Director , National Innovation Centre for Ageing


15:00 Panel discussion including audience Q&A  

Moderator –  Debbie Marshall

15.15    Tea & coffee break sponsored by Accord Marketing

15.30  View from the Agencies 

With an average employee age of around 28 years, how do agencies put together campaigns for their clients whose audience is several decades older? Representatives from two leading marketing agencies each present a case study, followed by audience Q&A.

         Rik Moore, Managing Partner of Strategy, The Kite Factory

Jasman Ahmad, Strategy Director, Accord Marketing

         Moderator – Graeme McKenzie, Director, Let’s Talk Ageing

16.05  The Workplace in your 50s, 60s and beyond – how to market to older workers?

It’s a hot topic with over 300,000 more people aged 50+ deemed economically inactive since before the pandemic.  Are they really all on the golf course? How are companies marketing to recruit & retain an older workforce? Panel discussion & audience Q&A.

          Steve Butler – Chief Executive, Punter Southall Aspire

         Vernon Hogg – Co-founder, Silverpreneurs

          Lucy Standing – Co-founder, Brave Starts

         Mike Mansfield – CEO, ProAge

Moderator – Steve Huxham, Policy & Public Affairs Director, Silver Marketing Association

16.35   Closing remarks

16:45  End of Summit – delegates move to the bar

17:00  Free drinks for all delegates in the bar area & networking

17.30  Silver Marketing Awards presentation

18:15  Networking drinks

19:00 Finish

Your ticket includes:

  • Full conference and networking sessions. 
  • Light breakfast & delicious buffet lunch 
  • Mid-morning & afternoon tea/coffee with biscuits & cake
  • Post Summit networking drinks & Silver Marketing Awards ceremony

Read more about our Speakers & Panellists