Monday, May 25, 2015
3:35 - 4:00 PM
Ted Talks - Trinity Ballroom Two

English Canadian Humour Same or Different from U.S.?

Ever wondered if a U.S. humorous ad was bad or good for English Canada? Ever wondered or debated with colleagues if it was important to produce a campaign locally especially if humour is involved?

Come listen to Joseph Chen from Hershey Canada, Ed Caffyn from BBDO and Julie Sylvestre of Sylvestre Marketing as they share key findings from research done with experts and consumers. Beware! This is no laughing matter!

Julie Sylvestre
Senior Partner, Sylvestre Marketing

With 20 years of experience, Julie Sylvestre has successfully completed projects in a variety of fields on more than one continent. Her dedication to qualitative research and her passion for moderating have made for a continuous successful career and a flourishing business. Julie is also a director on MRIA's board and chair of QRC.


Joseph Chen
Consumer Insights - Brazil, Canada, Digital, The Hershey Company

“I have the best job in the world as I say to everyone who I meet and work with.  I love learning about brands and addressing business issues through consumers’ eyes and voices.   I also love making a difference on the business that I work on.  The reason I have the best job is I never stop learning about what is happening around me and everything that I see, feel, hear, smell, taste or touch will make a difference on business. “

Joseph is currently in Consumer Insights at The Hershey Company.  Joseph leads consumer insights for all business units with sweet brands like Hershey Kisses, Reese, Brookside, Pot of Gold, Chipits, Skor, Oh Henry...etc.  Joseph is also the global digital insight lead.  He was previously leading all consumer insight initiatives at Unilever Canada.  Joseph supported insights and strategy for all categories at Unilever Canada with exciting brands such as Becel, Hellmann’s, Knorr, Breyers, Ben & Jerry’s, Magnum, Dove, Axe, Vaseline, TREsemme, Nexxus, St. Ives…etc.   Prior to Unilever, Joseph worked at Kraft Foods and he also spent time at Ipsos Reid and Millward Brown.  Joseph is a regular contributor to academic as well as industry publications and conferences.  He is currently the Chair of Client Side Researcher Council at MRIA working with 17 board members from various industries.