Peter Hubbell

Peter is the founder and CEO of BoomAgers, an industry-leading strategic and creative advertising agency dedicated to understanding aging consumers. In this role, Peter has become one of the pre-eminent marketing communications experts in the global aging space. In a day and age when most influencers are simply publishing “thought leadership”, Peter has been at the forefront of creating tangible marketing programs targeting the world’s Baby Boomers, a cohort that he has aptly labeled “Marketing’s Most Valuable Generation™” He believes that thought leadership fails to lead unless you are actually practicing what you’re preaching. BoomAgers has emerged as the pre-eminent global authority on marketing to age, working with prominent global marketers like Procter & Gamble. BoomAgers’ campaigns are inspired by pithy insights into aging and are executed with the expertise that comes from living the lives of the target consumers. At the heart of these campaigns is Peter’s belief that the relevant aspect of the aging process is not biology, but instead, psychology. What’s more, the psychology of aging is fundamentally irrational. To speak their language by communicating with authenticity, you need to be equally as irrational in the way you appeal to them. This is an area fraught with risk within which Peter and BoomAgers excel. 

This philosophy was the driving force behind Peter’s second book, Getting Better With Age: Improving marketing in the Age of Aging (2015, LID Publishing). As a companion to The Old Rush (2014, LID Publishing), Peter's first and award-winning book in his Age of Aging series, this new work is a must read for marketers who have come to appreciate the extraordinary value in marketing to age and who are looking for inspiration and practical advice to shape the conception of world class marketing programs. 

With a record of thought leadership as comprehensive as this, it’s no surprise that Hubbell has emerged as the leading voice in the global aging conversation. Michael Hodin, founder of the Global Coalition on Aging, says, ""Peter Hubbell is a pioneering thought-leader when it comes to understanding how to market to aging Baby Boomers. He offers critical insights that leading global brands and emerging enterprises can use to reap the rewards of interacting with generation."" Recently chosen by the Internationalist as an Agency Innovator of the year, he is also a widely sought expert on the topic of aging consumers and is a contributor to the Huffington Post, the Economist Lean back blog, Media Post, 33 Voices and others. A regularly featured commentator, Peter has been interviewed by media ranging from WWD, Agency Post, Media Post, Next Avenue, The New York Times, Wall Street Journal and WSJ Live. He has also written feature articles for Forbes and Luxury Daily. 

A frequent speaker, Peter has presented at influential forums including but not limited to The Internationalist, The Association of National Advertiser forums, the Luxury Daily Retail Summit, Trailblazers: Initiatives in Art and Culture’s New York Fashion and Gold Conferences, Advertising Week/AARP and the Senior Care Marketing Summit. With more than 30 years’ experience as a top ad agency executive, Peter’s career initially led him to the global board of Saatchi & Saatchi -- one of the World’s best known ad agencies -- where he was responsible for one of its largest global clients. Peter honed his marketing acumen and creative business skills as a long-standing partner with many “blue-chip” marketers including General Mills, Pillsbury and Procter & Gamble, who is now a client of BoomAgers. "