To be all things to all people is to ultimately be generic. And to be ultimately generic is the essence of risk aversion. In this episode, Ola and Mathieu of Hershey Canada delve into brand authenticity and the integrated approach behind recent campaigns like the Reester Egg and the Oh Henry 

bar. Tune in as the pair discuss risk aversion, marketing to millennials and generation z and building consumer relationships.

Ruckus Makers 9: Comedy and Community Management

The Chief Marketing Officer (CMO) is fast emerging as one of the most influential roles in an organization – and increasingly becoming a key agent in overcoming sector disruption across the globe. 

It was with this in mind that APEX PR, ruckus Digital and research partner MaruBlue launched the CMO Lab project, a research-driven project to equip senior-level marketers with the actionable insights they need to help their organizations succeed in a disrupted environment.

Our motivation was to determine if Canada’s marketers are genuinely keeping up with the pace of change, but the results are not what we expected. Despite massive change, new competitive pressures and technological disruption, only one-third of Canada’s CMOs have changed their strategies in the last few years.  

In this podcast, host Ken Evans will discuss the insights coming out of our CMO Lab project, and chat with some of Canada’s top marketers about the evolving role of the Chief Marketing Officer and the importance of an integrated communications approach.