The study, which sought to challenge preconceptions about senior business executives and identify the best ways to engage them, revealed that CEOs are highly likely to ignore unsolicited communications unless it fulfils one of three criteria: it is from someone they know; they have been told about it from someone they trust; or it immediately convinces them they must read it.
"A CEO will always think, 'Do I need to know this?' If the answer is 'no' your message will be ignored," said Damian Thompson, head of consumer insight, MEC MediaLab, Europe, Middle East and Africa.
