Alan Depencier has been with RBC for more than 15 years and, as its vice-president of marketing, he is very conscious of the fact that it’s not just what you say to consumers, it’s where and how you say it.
As part of a panel of experts unpacking the findings of Context Matters (a research project conducted by Marketing, Globe Media Group, the Canadian Marketing Association and Rogers Insights), Depencier said he saw clear benefits to using media deemed “premium” by marketers and consumers… but offered a qualified take on what really counts as “premium” and cautioned against rash buying.
