Culture Vs Behavior, What Is More Important For Strategy?

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?

Om Podcasten

From big strategy questions to everyday marketing life realities, The Overthinkers is a weekly, 20 min conversation between two ex-marketing strategists: Rachel Mercer (@rachelmercer - Head of Design at JPMorgan Chase + ex-CXO at Proto) and Shann Biglione (@LeShann - co-founder and Head of Product at Kelp + ex CSO at Publicis Media). It is for those who like to (over)think about strategic planning, with delightful guests occasionally joining Rachel and Shann for extended discussions. Available on Apple Podcasts, Spotify and Soundcloud. Views represented and reflected are individually held and are not representative of Rachel and Shann's companies.