Shant Oknayan, vice president, global business solutions, TikTok
Most career marketers would have heard some version of the line “culture eats strategy for breakfast” at least once, if not several times. But what if culture is the strategy when seeking business growth? Shant Oknayan, vice president, global business solutions, TikTok put this question to the audience at the recently concluded Cannes Lions Festival. He added, “Often considered a soft power, culture can punch above its weight and become incredibly effective.”
Why culture should become strategy
Oknayan had several examples of the benefits of tapping into the well
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