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.  

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&amp;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.

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI).

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week...

Mi3 Audio Edition

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI)

  For more episodes download the free LiSTNR app.

A weekly wrap of the &ldquo;must-know&rdquo; developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI)
&nbsp; For more episodes download the free LiSTNR app.

How an ex-P&G US marketer ditched cohorts, personas and restrictive segmentation, blended Ehrenberg-Bass, Binet & Field textbooks word for word, landed biggest marketing budget in $7bn company’s history – and all KPIs are powering

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