Culture Vs Behavior, What Is More Important For Strategy?
The Overthinkers - A podcast by Rachel Mercer & Shann Biglione
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Rob Campbell recently made the provocation that he "would rather understand the culture of a category than know the behaviours of the category". This week, Rachel and Shann discussed how much they agreed (or disagreed) with that statement. Is there really such a hierarchy in the kind of insight we use? Are creative and media planners impacted the same? And is the role of planning meant to be so centred on culture?
