Quentin Boyes

Quentin is the founder of Humbug, an insight business with a simple gripe: marketers have spent too long lumping Baby Boomers into a convenient 55+ group, despite their diversity, wealth, and importance to brands.

40 years in marketing, including 26 years building and running agencies, his experience spans CRM, brand, insight and engagement: from repositioning Kettle Chips and winning a Marketing Society Gold Award for CRM with Genting, to projects for AstraZeneca, Sport England and public-sector organisations.

At Humbug, Quentin now offers insights, a unique set of segmentation and planning tools called Ozzy, and innovative creative catalyst process to help brands understand older consumers better and deliver more effective advertising to them

Humbug publishes white papers, blogs and posts regularly on LinkedIn about the commercially interesting, often overlooked world of the Baby Boomer: media, advertising, life events, travel, trust, health, customer loyalty and the danger of making assumptions about people once they turn 60.