# The Effective CMO: AIA's Stuart A. Spencer

Page: https://stenobird.com/podcast/the-warc-podcast-4473908/the-effective-cmo-aia-s-stuart-a-spencer
Text version: https://stenobird.com/podcast/the-warc-podcast-4473908/the-effective-cmo-aia-s-stuart-a-spencer.md
Podcast: [The WARC Podcast](https://stenobird.com/podcast/the-warc-podcast-4473908)
Published: 2026-03-24T08:00:00+00:00
Episode link: https://podcasters.spotify.com/pod/show/warc
Audio file: https://cdn.simplecast.com/media/audio/transcoded/5b3676cb-57a8-4a2a-a706-c8ee543828a4/2e0ddb09-2cc0-4121-837f-1d53a734995a/episodes/audio/group/ebf30681-0daf-4893-a5e2-bb4cfee257b0/group-item/dc345f0d-176b-45aa-aff7-5a29dcf0fb19/128_default_tc.mp3?aid=rss_feed&feed=qd8sj_Xf
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JSON: https://stenobird.com/v1/public/podcasts/the-warc-podcast-4473908/episodes/the-effective-cmo-aia-s-stuart-a-spencer
Duration seconds: 2395

## Resource

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.

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## Transcript

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