rethinking brand for future demand
The emphasis placed on performance marketing by e-commerce and technology start-up companies has influenced the broader marketing world, with an increasing number of mainstream advertisers ‘optimizing themselves out of effectiveness.’
Using findings from the recent WARC study ‘Rethinking Brand for the Rise of Digital Commerce,’ James Hurman’s presentation examines the role of brand in contemporary marketing, how it needs to evolve, and what remains critical.
related research
the creative effectiveness ladder
speaker
JAMES HURMAN
founding partner, Previously Unavailable
James Hurman is a marketing effectiveness expert from New Zealand. Formerly a strategic planner in the advertising industry, James’ work has won more than 50 marketing effectiveness awards, and in 2013, he was named the world’s number one planning director by The Big Won Report. His 2011 book The Case for Creativity explored his and others’ research proving that more creative companies, agencies and campaigns achieve significantly better commercial results. His 2020 study with Cannes Lions and WARC, The Effectiveness Code, studied nearly 5,000 campaigns and introduced The Creative Effectiveness Ladder and the principle of Creative Commitment. James has served as a member of the inaugural Cannes Creative Effectiveness Lions jury, Chair of the Spikes Creative Effectiveness Jury, and Chair of the New Zealand Effie Awards.