Smashing Stereotypes Marketing to the ‘experienced’ generation

Helena is a pioneer in using behavioural science in the fields of innovation and marketing. She set up the behavioural science team at Innovia Technology, an innovation consultancy based in Cambridge, UK where she has worked on behaviour change challenges in diverse areas, such as encouraging people to take their medicines correctly, trying to stop people drinking and driving and figuring out how to engage employees with AI. The goal behind these activities is to answer the question ‘Why don’t people do what they say they do?’.

Previously, Helena was managing director of the global brand consultancy at Leo Burnett and a partner specialising in corporate reputation at The Brunswick Group. She is a frequent speaker and the author of Applying Behavioural Science to the Private Sector: Decoding What People Say and What They Do, published by Palgrave MacMillan in 2018.
Most relevant to this conference is that she lectures at the University of Cambridge, including on the Psychology of Ageing, and in 2012 she wrote ‘The 7 Myths of Middle Age: Implications for Marketing and Branding’ with Crispin Reed.

Crispin has over 35 years’ experience working in marketing services, running leading advertising and design agencies as well as brand and innovation consultancies. He has global experience across a wide range of sectors including property, fmcg, luxury, pharmaceutical, tech, leisure, finance, sport, automotive, fragrance and cosmetics.
Crispin is a member of the Superbrands Council, the Branded Content Marketing Association Advisory Panel, an ‘nVoy’ for the Foresight Factory (formerly The Future Foundation).
Outside of his consultancy work, he lectures at universities both in the UK and the Middle East on corporate strategy and innovation as well as providing tutoring support from undergraduate to executive MBA students.
Crispin has co-authored two books including ‘The 7 Myths of Middle Age: Implications for Marketing and Brands’ with Dr. Helena Rubinstein.

Grace Hardy started her accounting practice 'Hardy Accounting' at 21 years old after gaining her qualification during her apprenticeship. She has grown her platform and scaled her business using organic social media marketing.

Hardy now advocates for financial education and is a public speaker sharing her journey to inspire other young people to start their own businesses.

Robert Campbell is a prominent figure in the UK and Global advertising industry.

In the 1980s he worked at WCRS, AMV/BBDO and founded the Banks Partnership, creating award-winning campaigns for brands like BT, Volvo, the RSPCA, BMW and Carling Black Label. He later co-founded Rainey Kelly Campbell Roalfe (RKCR), one of London's most successful advertising agencies working with Virgin to build its most significant businesses.

Robert then went on to be President and Executive Creative Director EMEA at McCann Erickson, and executive Creative Director and partner at United London.

He also founded an integrated digital agency and incubator called Beta and alongside this incubated an innovative content led platform called high50, aimed at the ‘contemporary 50+’ market.

Perhaps most relevant to today’s conference Robert has recently created The Silver Academy. Thesilveracademy.org is an organisation that aims to address the challenges of ‘thriving in the age of no retirement’ though reskilling, upskilling, industry partnerships, and inspirational content.

Stan is a leader in brand marketing who has worked in blue chip FMCG companies like Unilever, PepsiCo, and Pernod Ricard, across countries and categories, and varied audiences for over a decade. Curiously, one audience he hadn't marketed to was the 50+ demographic, despite them often being the biggest volume driver. To fill this gap Stan joined one of the biggest companies targeting this group - McCarthy Stone, retirement homebuilders. As Head of Brand, he relaunched the brand, revamped the marketing strategy, and helped the organisation rethink how they engage with their customers.