You In or Out!?! Should You Optimize In-House or Agency-Side?
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The Importance of Playbooks in Consumer Goods
Will Nitzy: If someone claims there's a tried and true playbook in consumer goods, they're either lying lazy or lacking in strategic competence. He continues because it means in any given playbook, it will need to be rewritten on an annual basisgiven those previous things. What worked 10 years ago doesn't work today. And you'll have to retest it. But understand the why behind the playbook rather than follow the playbook.
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