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Aldo Cundari is chairman and CEO of Cundari Group Ltd., one of Canada’s largest independent communications companies. After completing studies at L’Istituto ... more

INSIGHTS

What was your riskiest professional decision? Early in our history Cundari did a lot of CPG [consumer packaged goods] work for major global brands. We had a great reputation, but working with global brands at that time meant that we were always considered as a below-the-line agency. The only way to change our market positioning was to move completely away from that type of work. In less than six years we dropped over 60 percent of our clients and started to rebuild in different sectors. We had to clear the deck and redefine Cundari to be recognized as an agency thought leader.

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