Mature Marketing Summit 2016 - Speakers
Itinerary for the day here
Information on the event here
Matt Atkinson - Group Chief Marketing Officer, Saga
Subject: ‘Reinventing Saga for the changing 50-plus consumer’
Matt Atkinson sits on Saga’s Executive Committee and is responsible for driving branding and customer engagement across all digital, direct and e-commerce activities for the whole Saga business. He joined Saga in September 2015 from Tesco, where he held the roles of chief digital officer, chief marketing officer, and latterly chief creative officer. He was previously global CEO of marketing services for Havas and has held MD roles at Omnicom and Saatchi & Saatchi.
Michael Cutbill, Director of Strategy and Marketing, Age UK
Subject: Better product solutions for people in later life
Michael has marketed to the over-50s for many years. He is currently responsible for marketing and strategy of Age UK’s commercial services, having previously been Marketing Director at The AA, and before that at Saga. He has seen the importance of later-life marketing grow relentlessly from his early days at Saga, when he was told he was working in a ’stigma sector’. Areas that he focuses on include the customer experience of the mature consumer, and achieving the right balance between the many channels of contact that the age group requires.
Edgar Keehnen - Agewise
Subject: The 3As of awesome ageing and the marketing implications
Edgar Keehnen is a consultant specializing in the 50+ consumer and chair of the Mature Marketing Platform of the Dutch marketing association NIMA. In 2000 he founded AgeWise, an agency for concept development, research, consultancy and advertising for the 50+ consumer. He is also a lecturer at Hotelschool, The Hague, an international speaker and writer. His book, ‘Grey Ocean Strategy - Agewise marketing for the mature consumer’ is published this year. Excerpts can be read at
Lena Roland - Best Practice Editor, Warc
Subject: The WARC Best Practice Guide to Marketing for the over-50s, written in conjunction with the MMA
At Warc (World Advertising Research Centre), Lena works with industry and subject experts to grow Warc’s Best Practice content that specifically explores a vast array of ‘how to’ marketing challenges. Previously Lena has worked in a variety of insight roles at various advertising agencies including Grey, Adam& Eve, DDB, BBH and the IPA, the industry trade body. Lena has a MSc in Information Science. Lena worked with Mark Beasley, Chairman of the MMA, to produce the Warc Best Practice Guide to marketing for the over-50s, which was published in March 2016,
David Sinclair - Director, ILC (International Longevity Centre - UK)
Subject: The End of Retirement
ILC -UK is the leading think tank on longevity and demographic change. David has worked in policy and research on ageing and demographic change for 15 years. He has presented on the subject across the world and is frequently quoted on ageing issues in the national media. He holds honorary research positions at the University of Manchester and UCL. David also Chairs a London based charity (Open Age) which enables older people to sustain their physical and mental fitness and maintain active lifestyles.
Rama Gheerawo - Royal College of Art. Director of the Helen Hamlyn Centre for Design and the RCA Reader in Inclusive Design.
Subject: From 3 to 30: Design in the age of ageing
With nearly two decades in the design industry, Rama's interest is in people-centred and socially inclusive design. He leads the Centre's Age & Ability research lab which creates design that improves the lives of people of all ages and abilities. Rama has experience in the creative industry having worked in the automotive, product design and multimedia design sectors. He has a track record of over 180 collaborative projects with the Centre involving 120 businesses and organisations. He writes, publishes, lectures, runs workshops and curates exhibitions on design to audiences that include students, academics, designers, industry and government.
Ivan Palmer, CEO, The Social Partners
Subject: The Social Media Lives of the over 50s
Ivan is a pioneer of innovative techniques to enable brands to create, manage and measure word of mouth. He has won over 50 UK and international marketing awards garnered from a career spanning copywriter, executive creative director and integrated marketing planner.
Ivan founded his own DM agency in the mid 90s and in 2005 launched Europe's first specialist word of mouth agency; originally called Wildfire, now The Social Partners.
The Social Partners are leaders in their field, picking up accolades including the World Advertising Research Council inaugural WOM Grand Prix and the Forrester Groundswell Award for Social Reach. Ivan is a regular speaker on Word of Mouth and social media at trade body conferences and seminars around the world.
Mark Davies - Managing Director, WHISTL Doordrop Media Limited
Subject: Door Drops - Old media, New Tricks
Mark is responsible for the growth of Whistl’s door drop business, formerly known as TNT Post, which he joined in 2003. Before this, he spent 10 years seeing the world in the travel and leisure industry. Mark is President of ELMA (the European Letterbox Marketing Association), sits on the DMA Door Drop Committee with responsibility for Events and PR and speaks regularly on the door drop industry both in the UK and across Europe.
Mark Beasley - Event Chairman
Mark Beasley is Chairman of the Mature Marketing Association. He is also a marketing consultant specialising in the mature (50+) market. Mark started his career as a corporate management trainee, later founding a marketing agency, subsequently acquired by Sir Martin Sorrell’s WPP group. He has an MBA, international consultancy experience and still enjoys working directly with those clients age-friendly enough to hire him.
Speakers subject to change
More information on the event here.
More information on the event here.