Patrick Beauduin boasts a 35-year-long career in communication and media, split between Europe and Canada. He hails from the world of creative advertising and is the recipient of a number of coveted advertising awards at the national and international level. He ran his own ad agency in Brussels before immigrating to Canada, where he assumed executive positions in the creative departments of such prominent firms as BCP Canada and Cossette. He is co-founder of the graduate diploma in communication marketing (DESSCM) at HEC Montréal, where he has taught the history of consumer society and advertising for 14 years. He was also the driving force behind the reboot of Radio-Canada’s radio programming between 2010 and 2013. Mr. Beauduin is currently the head of digital strategy at the KEDGE Business School.