Lucien Etori

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.