Saga CMO Matt Atkinson on refreshing the over-50s brand and life after Tesco

After five years as CMO of supermarket giant Tesco, Matt Atkinson is now leading the marketing efforts of over-50s insurance and holiday specialist Saga.

In his new role as group CMO Atkinson is pushing Saga’s multichannel agenda, using psychological insight to better understand the evolving needs of the dynamic over-50s market.

Ahead of this week’s in-depth interview, Marketing Week talks to Atkinson about life after Tesco, changing demographics and his plans for developing a customer-centric multichannel strategy.