In an increasingly partisan and socially connected world, it is no longer enough to stay silently on the sidelines. People are expecting brands to take an active role in cultural, social and political moments. Yet, speaking up and speaking out can be fraught with risks and challenges. What can companies do to respond to these cultural moments as part of their marketing?

About the speakers:

Scott Hughes, Vice President, Insight and Planning, Critical Mass

With a passion for all things digital and nearly two decades of advertising, communications and strategic planning experience, Scott has played a key role in driving digital strategy and customer experience for some of the biggest brands in the world. Scott’s educational background in business, technology and research provides him with a unique ability to pull together actionable insights from trends, analytics and customer research to help clients continue to improve their digital plans and lead innovative thinking. Scott has worked across numerous industry verticals and brands including Mercedes-Benz, Nissan, Infinity, AT&T, GoDaddy, Adidas, Sunglass Hut and Clorox to name a few.

Scott Radford, Associate Dean, Teaching and Learning, Haskayne School of Business

Scott joined the faculty in 2007 after completing his PhD at the University of Missouri. His research interests include product design and innovation, environmental sustainability, consumer culture theory and consumer responses to celebrity death – how fear appeal and mortality salience in advertising influences behaviour. Scott teaches courses in marketing management, marketing communication and digital marketing at the BComm, MBA, EMBA and PhD levels. He is also engaged in executive education as the Academic Director of the Rozsa Arts Management Program and teaches in the Business Essentials program.

Wednesday, January 24, 2018
7:15 – 8:30 a.m.
University of Calgary Downtown Campus
906 – 8th Avenue SW
Breakfast buffet
$35

Click here to register