The Effective CMO: AIA's Stuart A. Spencer
Insurance brand AIA believes that scaring people undermines the very outcomes insurance marketers are trying to achieve. CMO Stuart Spencer talks to WARC's Jenny Chan about AIA’s behavioral economics model, how vulnerability = authenticity, and why tackling deeply entrenched health stereotypes and rebuilding category trust is essential to drive behavioral change. For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday. Subscribe to The WARC Podcast here…
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