The Silver Marketing Association Summit

When: Tuesday 28th June 2022

Where: The Cavendish Centre, London W1

Headline Sponsors

We are delighted that Mail Metro Media were Headline Sponsors for our Summit this year.

The Silver Marketing Summit took over from the Mature Marketing Summit, firmly established as Europe’s leading conference focused on the “silver” market – offering marketers the opportunity to enjoy a full day of expert speakers and networking sessions. This was a must-attend event for those wanting to tap into this increasingly important sector.

2023 Summit date will be announced in the autum.

2022 Summit agenda

09.00    Registration, networking, breakfast

09.30    Welcome

09.40    Google insights into the 55+ market

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 Hetherington – Agency Development Manager, Google Customer Solutions

10.05    Advertising’s Unconscious Bias: Marketing  to the over 50s

Brands are inspiring, irritating or ignoring a vast swathe of the UK population by failing to target the over-50s effectively.  Who is getting it right, getting it wrong, and who is not even in the race?

Jasman Ahmad – Strategy Director, Accord Marketing

10.30    The Audio Revolution

Tony and Iain 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 McAllister – Partnerships Development Director – Global

in conversation with:

Iain Dale – Presenter of  LBC’s weekday evening show & host of “For the Many” Podcast

10.55    Coffee break

11.15    How dare you talk to me like that!?

Why older workers in a customer contact centre are so effective when it comes to marketing products or services to older consumers.

Michael King, Managing Director, Senior Response 

11.40    Keeping it relevant for over half a century

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?

In conversation with Louise Robinson – Editor, Saga Magazine

12.05    What do mid-life women really really want?

Noon is a new publishing platform for women aged 45-60 who don’t want to feel invisible. A presentation of an extensive research project conducted with over 2,000 women.

Eleanor Mills – former editor of the Sunday Times Magazine and founder of Noon

12.30    Lunch & networking, sponsored by Global

13.35    Mirror on the Industry – Representation of Older People in TV Advertising

Survey results and analysis by Channel 4 about age diversity on TV.

Katya Des-Etages – Research Executive Channel 4

In conversation with Essity and their creative agency AMV BBDO, winners of the Diversity in Advertising Award 2021 for their brand TENA.

Felicity Ive – Senior Client Lead Channel 4

Meta Redstedt – Global Master Brand & Communications Director, Essity.

Laura Hazell  – Board Account Director, AMV BBDO

14.15    Marketing, financial advice and the 50+ audience

It’s all about trust and transparency -explaining the company’s straight-talking approach to marketing and sharing three key principles that underpin how Unbiased has built trust with its customers.

Karen Barrett, Founder & CEO of Unbiased

14.40    Effective brand positioning – tools for targeting older clients

Social responsibility, accessibility of marketing materials and legal implications, as well as the Experian segmentation tool which equips marketers to better understand the categories which constitute the 50+ market

Rachel Pease – Head of Marketing & Communications – Pure Retirement

15.00    Coffee break

15.20    Imagery and language in advertising and marketing

Tone of voice and visual impact – which tools are available for marketers to help with impactful communications to a silver audience

Jess Kuehne – Senior Programme Manager – Centre for Ageing Better

15.40    Flow Like Water – the evolution of Silver Magazine

Launching a challenger magazine and digital platform for the over 50s – the rollercoaster journey, and the challenges. How Silver connects so effectively with its readers.

Sam Harrington-Lowe – Founder & Managing Editor, Silver Magazine 

16.05    Expert Panel  – Lifestyle & Travel Behaviour

The panel will be discussing lifestyle & travel behaviour during and post-pandemic, as well as reflecting on insights from the day. Have there been dramatic changes in behaviour when it comes to entertainment and leisure activities, or are people simply reverting back to what they did before? Have marketers changed their tone of voice or imagery?  What are they doing now that’s new or different?

Jon Worsnop: Deputy Editor, Weekend Magazine, Mail Metro Media

Cat Jordan: Communications Director, Travelzoo

Stuart Lewis: CEO, Rest Less

Lisa McAuley: Managing Director, Silver Travel Advisor

        Moderator: Sally Winfield, CEO Accord Marketing

16.35    Closing remarks

16:45    Finish

For more information about our speakers click here


  • Full conference and networking sessions. 
  • Light breakfast & buffet lunch sponsored by Global
  • Mid-morning & afternoon tea/coffee with biscuits & cake