Advertisers: The Changing Tolerance of Risk

By Michelle Maher in Business on May 27, 2008

In response to consumer-generated content, brands are relaxing communication guidelines and looking at their lighter sides. Two adventurous marketers talk about how taking calculated risks can lead to big returns.

Beatriz Perez
SVP Integrated Marketing, The Coca-Cola Company

Robert Thacker
Senior VP Marketing, OFFICEMAX

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Michelle Maher is an Associate Producer at ScribeMedia.Org. She has a particular fondness for penguins.

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