Episode

The Effective CMO: AIA's Stuart A. Spencer

Podcast: The WARC Podcast
Published: Mar 24, 2026
Duration seconds: 2395
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Canonical source: https://podcasters.spotify.com/pod/show/warc
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Summary

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.