Sweathead, A Strategy Podcast Are You Sure You're Using The Word "Culture" Properly, Strategists? - Lucien Etori, McCann NY CSO
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Oct 28, 2024 Lucien Etori, Chief Strategy Officer at McCann New York, examines the often-misunderstood concept of 'culture' in advertising, shaped by his experiences and passion for music subcultures. He challenges conventional views on cultural representation, especially regarding Black culture and hip-hop, urging strategists to adopt a beginner's mindset. The conversation also touches on the vibrant rhythms of Latin music and emphasizes the need for authenticity in brand storytelling and workplace inclusivity to foster genuine connections.
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Washington D.C.'s Unique Culture
- Washington D.C. is a transient, international city with outsized influence but few lifelong natives.
- It behaves like a small town with a strong white-collar presence and a rich artistic history including punk and indie scenes.
Strategy Needs Time, Not Shortcuts
- Strategy requires time to develop thoughtful, considered hypotheses, not quick turnarounds.
- Client deadlines often cut strategy time, which undermines deep cultural understanding essential for good creative work.
Culture is Not a Singular Concept
- The word "culture" has become a buzzword meaning "something cool," losing its true meaning.
- Culture actually refers to the collective actions, language, and behaviors of different distinct groups, not a singular idea.
