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The unique study of CEOs and C-suite executives from MEC MediaLab, Mediaedge:cia's consumer insight and ROI division, sought to challenge preconceptions about senior businesspeople and identify the best ways to engage them. It revealed that CEOs are highly likely to ignore unsolicited communication 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.