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b'Lesley Bielby literally wrote the book on agency account planning\\u2014Super Strategist. A 30-year veteran of the world of advertising, she\\u2019s now Co-CEO of DiMassimo Goldstein, a leader in Positive-Behavior Change marketing. We discussed all of this and more this week on the On Brand podcast.\\n\\nAbout Lesley Bielby\\nLesley Bielby is the Co-CEO of DiGo (DiMassimo Goldstein), the industry-leading agency in Positive Behavior Change marketing, and has authored the only modern guide in account planning,\\xa0Super Strategist: The Art and Science of Modern Account Planning.\\xa0A 30-year veteran in the world of advertising, she was one of the British account planners to cross the pond in the turn of the century, to bring the discipline to America. In addition to DiGo, Lesley has led and been a part of a number of agencies including Hill Holiday, McKinney and Silver, Digitas, and MMB.\\n\\nEpisode Highlights\\nWhat is Positive Behavior Change marketing? You know me\\u2014I love definitions. Turns out, Positive Behavior Change marketing is exactly what it sounds like. Marketing that inspires a positive change in the life of the consumer. Lesley shared an example from her agency\\u2019s work with Better Help.\\nThe role of research. First, it must be truly integrated. \\u201cIt\\u2019s about identifying holes at the brand level and what\\u2019s needed to fill those holes.\\u201d\\n\\u201cCreative is still king,\\u201d Lesley notes, adding that in today\\u2019s shape-shifting advertising and marketing industry, it\\u2019s important to ground the work in research and insights.\\nWhat brand has made Lesley smile recently?\\xa0I couldn\\u2019t wait to hear what I was sure was a research/insight-driven smile from Lesley. And she delivered with a story about the latest campaign from UK-based Pot Noodle.\\nTo learn more, check out the DiMassimo Goldstein website as well as Lesley\\u2019s book Super Strategist.\\nAs We Wrap \\u2026\\n\\n\\nListen and subscribe\\xa0at\\xa0Apple Podcasts,\\xa0Spotify,\\xa0Amazon/Audible,\\xa0Google Play,\\xa0Stitcher,\\xa0TuneIn,\\xa0iHeart,\\xa0YouTube, and\\xa0RSS.\\n\\n\\nRate and review the show\\u2014If you like what you\\u2019re hearing, be sure to head over to\\xa0Apple Podcasts\\xa0and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show.\\n\\n\\nDid you hear something you liked on this episode or another?\\xa0Do you have a question you\\u2019d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.\\n\\n\\nOn Brand is a part of the\\xa0Marketing Podcast Network.\\n\\n\\nUntil next week, I\\u2019ll see you on the Internet!\\nLearn more about your ad choices. Visit megaphone.fm/adchoices'