Julie Fleischer

Interesting study by Katy Milkman and others to study the impact of behavioral nudges and interventions designed to improve COVID booster adoption rates. Millions of CVS customers received reminder text messages about getting the COVID booster shot. A subset of customers also received an incentive in addition to the reminder texts - free Uber/Lyft ride to a CVS store to get the booster shot. Several different messaging strategies were used based on different decision heuristics and biases. While text reminders statistically significantly improved the vaccination rates, the absolute improvement levels were very low (adoption rate increased from roughly 5% to 6%). The three messaging strategies that produced slightly better results were: 1. Messages encouraging recipients to make a vaccination plan that suggested a specific date, time, and location based on their last vaccination 2. Messages highlighting high local COVID-19 transmission rates 3. Messages sent on behalf of the patient's local pharmacy team, letting them know there's a vaccine reserved for them Adding the "free ride" incentive to text reminders surprisingly did not improve the adoption rate any further. Before the interventions were implemented, a team of laypeople and a separate team of behavioral science PhDs were asked to forecast how much improvement in adoption rate would the interventions produce. Both groups forecasted numbers that were magnitude times higher than what was actually observed in the real-world. This is a fascinating study in human overconfidence! 1. Millions of people are overconfident that their bodies/immune systems can handle the short-term symptoms of COVID, shaped by the few anecdotal experiences and memories they have from COVID infections. 2. Even larger number of people are overconfident that they won't develop any lingering or long-term implications from COVID, shaped by the anchors of common cold/flu infections not causing any long-term harm. 3. All of us (laypeople and experts) have overconfidence that we can change other's mind/behavior on a topic, even though we can't change our own mind easily on any topic. While overconfidence is a problem that leads to many bad decisions, ironically, lack of confidence in decision-making is also a problem that humans stuggle with. For example, according to a recent survey of CEOs done by Korn Ferry, 71% of CEOs said that they have Imposter Syndrome and are not very confident in their abilities/decisions!

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🔍 I recently read an article on CMSWire titled “Consumer Trends for 2025: Insights and Opportunities Across Industries”. It highlights the increasing consumer demand for transparency, sustainability, and empathy across all sectors. These evolving expectations are reshaping how businesses engage with their audiences. 💡 In my experience, aligning marketing strategies with these values is not just beneficial but essential. By integrating transparency and sustainability into campaigns, and fostering empathetic customer interactions, brands can build stronger, more authentic connections. For more insights, check out the full article 👇

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Jane Sarasohn-Kahn shares great insight into the 2024 Edelman Trust Barometer special report on trust and health. If you're looking to improve trust in healthcare, the upcoming #AHIP2024 panel Jane mentions will be right up your alley. #healthequity #healthandtrust

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Learn about the differences in consumer responses to established activist brands versus emergent activist brands in the latest episode of the \#JournalofAdvertisingResearch podcast. This discussion provides practical insights for \#brands looking to navigate the complex landscape of purpose-driven \#advertising and much more. \#Podcast \#BrandActivism \#MarketingResearch \#PurposeAdvertising \#ConsumerBehavior \#BrandStrategy \#the_ARF

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Jounce Media's newly published State of the Open Internet Report explains the industry’s chronic bidstream congestion issue and how to address it. This latest research highlights the trend toward consolidation we are seeing on the supply side and is a must-read.

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As one who interacts with CMOs all the time I can tell you this topic is at or near the top of their collective priority list. And while I am skeptical of those who espouse best practices when it comes to generative AI - only because it is so nascent - I felt compelled to share this particular piece from my fellow CMSWire scribe, Tiffany Holland Why? Glad you asked. I felt compelled for the simple fact I agree with everything Tiffany opined on, which she breaks down into four truths, which are below along with my brief commentary. Do yourself a favor and read her piece. ➡️ Truth #1: Inaction With Generative AI in Marketing Is the Greatest Risk Yes, yes and YES. If I could climb the highest mountain I would and bellow this to the masses below. This ain't the time to "sit this one out" whilst the rest of the world, AKA your competition is taking full advantage. ➡️ Truth #2: Generative AI Offers More Value Than Just Operational Efficiency Tiffany deftly writes of the "narrow view" many CMOs and marketers have of Gen AI, which "offers only short-term benefits and overlooks the true power of machine learning." Dating myself big time here but this reminded me of the late 70's campaign professing that orange juice is not just for breakfast anymore. https://lnkd.in/e95uWbex ➡️ Truth #3: Generative AI Solutions Fails in the Traditional Marketing Model "Generative AI won’t deliver its full potential if organizations try to plug it into outdated operating models." Full Stop! Read and re-read that over and over and over and then, for the love of all things Holy, do NOT blame Gen AI if you do not adhere to this sage advice. ➡️ Truth #4: Ethical Governance of Generative AI in Marketing Is Critical I love that Tiffany saved this one for last because it is THE most important truth, by far. Gen AI and AI in general, is very much akin to the wild west right now; no rules of governance other than those self-imposed. Brands MUST self-govern the way they use Gen AI if for no other reason, it is the ethical thing to do. Please share your thoughts on all of this. I love a good conversation and yes, a debate if need be. Jeanniey John Aakansha Srota Manny Shelly Lou Jeff Raja Ted Lee David Alma Dom Rhonda #ai #GenAI #cmo

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Maybe measuring last click isn’t the best way. It’s actually archaic and only building growth for Big Tech, and not your company. “Our research across hundreds of brands in dozens of categories shows that it’s possible to rigorously measure and strategically target the feelings that drive customers’ behavior.” If marketing is in the business of selling something… and we know we all buy things based off a myriad of emotions… then maybe it’s time to start measuring something else. It’s not rocket science. It’s emotional science. https://lnkd.in/euwMST4u #brand #marketing #storytelling #video #controlthenarrative #emotionsells

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https://lnkd.in/gSNGxFQp The Spencer Stuart annual CMO Tenure Study offers compelling insights into the evolving role and stability of CMOs, particularly noting the tenure stabilization at 4.2 years for Fortune 500 CMOs. It's intriguing that B2B CMOs tend to have longer tenures compared to their B2C counterparts, with 4.5 years versus 4.0 years respectively. This difference likely reflects the distinct challenges and market dynamics each sector faces. The study also highlights the increasing trend of CMOs taking on broader responsibilities and the significant number of first-time CMOs being promoted internally, suggesting a strong emphasis on leadership development and succession planning within organizations. It is great to see that women now represent half of Fortune 500 CMOs. I believe it's important now for companies to turn their attention to improving development and support systems for diverse high-potential leaders. #CMOtenure #B2BMarketing #Leadership #WomeninMarketing

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This is an interesting take on the Omnicom/IPG merger from the CEO of another, smaller holdco-- but still big. His rhetorical question "Ultimately: is there anything a $26 billion company can do that a $13 billion company can’t?" is really the major point. I agree wholeheartedly. I wonder though, is there anything a $2b (Stagwell market cap) company can do that a $500m company can't? Then, there's the deeper question of whether brands are better off working with a $1m company, depending on what they're trying to accomplish. Especially if their goals are creative excellence, agility, cultural relevance or innovative strategies. Just some thoughts from an ex-agency gal.

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Naturally, as two researchers attending a medical conference full of data readouts & new information, we came away with … more questions! #ASCO is always a great opportunity to understand where oncology is going and appreciate the progress being made. It was wonderful to see the emphasis on integrating palliative care and giving attention to patient comfort - while also seeing some truly meaningful strides in the pursuit of cure! What questions did you come away with this year? #asco2024 #ASCOconference #oncology #cancercare #patientvoice #insights #mrx #pharmamrx #pharmainsights #pharmaresearch

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I thought this was a great example of how advertising goals can align with culture and impact. Transformative approaches to leadership need to be in alignment with other strategies, and with leadership and data being so tightly intertwined, it makes sense that forward-thinking businesses are thinking about advertising in the context of their long-term organizational goals. #Culture #Advertising #Leadership

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The clean room future is no longer on the horizon – it’s here. And for leading companies in every industry, clean rooms are transforming marketing strategies. 80% of advertisers spending over $1B on media are already using them. But here's the thing – most brands are only scratching the surface. While many are using clean rooms for audience insights, only a third are leveraging advanced measurement like attribution and ROAS. And broader collaboration across partners and complementary brands offers even greater potential. Modern clean rooms are now fully interoperable, breaking down silos between brands, retailers, and media partners. In talking with companies across industries, I constantly hear their desire to get started, but also recognize that this represents unexplored territory for many. To help companies navigate the complexity, LiveRamp has put together a playbook of some of the most common tactics, and I've attached a link here. Happy reading!

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Mega-mergers like Omnicom and Interpublic should raise serious concerns for companies navigating sensitive public policy and PR challenges. When a single corporate conglomerate owns agencies representing BOTH SIDES of a conflict, how can you be sure your strategy stays protected? Conflicts of interest and blurred lines seem inevitable. In the high-stakes world of public affairs and PR, discretion and loyalty are non-negotiable. That’s why so many organizations turn to independent firms like Sachs Media for: ✔️ Conflict-free representation ✔️ Strict confidentiality with no shared parent company ✔️ Direct, senior-level attention without competing priorities In a world where influence is everything, your voice should never be just another account on a balance sheet. Choose partners working only for YOU.

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If your customers have a pulse, then they have emotions. This article is almost 9 years old, yet it still holds the key to what’s holding a lot of companies back. “Our research across hundreds of brands in dozens of categories shows that it’s possible to rigorously measure and strategically target the feelings that drive customers’ behavior. We call them ‘emotional motivators.’ They provide a BETTER gauge of customers’ future value to a firm than ANY OTHER metric, including brand awareness and customer satisfaction, and can be an important new source of growth and profitability.” It’s not “new” any longer. A shift is happening. #brand #creative #customerexperience #emotions #beyondthebot https://lnkd.in/euwMST4u

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In my latest Forbes Communications Council post, I shared my thoughts on the evolving role of Chief Marketing Officers in boardrooms. Despite our broad expertise, CMO representation on Fortune 1000 boards remains under 3%. It’s time to rethink how marketing leaders can bring unique value to organizations at the highest level. https://lnkd.in/e3-vVsiU. #Leadership #CMO #BoardroomDiversity CMO Collaborative Forbes Councils Chief Jackie Yeaney

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On the topic of Women's Health - we're talking more and more about it. We all know women face unique healthcare challenges. In this piece my colleague explores the disparities in women's health and advocate for digital solutions and personalized care to bridge the gap. Discover how healthcare organizations can transform women's healthcare and improve outcomes for entire communities. #WomensHealth #HealthEquity #DigitalHealth #PatientCare https://bit.ly/3ymyeYU

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