It’s not often Australian and New Zealanders can teach the giant US market a thing or two but hear this one out: If you're one of those hard-nosed types who think all this marketing science and advertising effectiveness stuff is too rubbery – ESOV, mental availability, investing in brand to drive long-term demand over short-term sales – here’s some contrarian proof that might just change your mind. It’s a textbook case from a CMO who took a giant leap and deployed a whole suite of marketing's new and established thinking in one strategic gulp, rolling it out across a $7bn US healthcare brand and sweeping away pretty much everything that had gone before. It worked, massively. All growth KPIs for Douwe Bergsma, CMO of Georgia-based healthcare firm Piedmont, are busting upwards and the CEO handed him the biggest marketing budget in the company’s history to do it. Here’s how Bergsma, a former P&G marketer and current ANA board member, along with NZ-based brand and start-up strategist James Hurman, hatched a plan to do everything by the marketing science and effectiveness handbooks, sold it into the leadership team, brought every single one of its agencies into 20 marketing effectiveness briefings – and literally ended up with a runaway best seller. It’s the story of a Dutchman and a Kiwi taking Australian and UK marketing science to the US, and winning big.  

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