James Hurman

A start-up comes to market. They launch an innovative new product. In a totally unique way, they solve a problem for a group of customers just waiting for a solution. Using cost-effective digital marketing, they get their solution in front of those customers. It goes brilliantly. Growth happens exponentially, and at a very low cost. VCs and the media pile in. Techcrunch goes wild.

Then something strange happens. New customers become more difficult and expensive to find. The ads stop… Show more

A start-up comes to market. They launch an innovative new product. In a totally unique way, they solve a problem for a group of customers just waiting for a solution. Using cost-effective digital marketing, they get their solution in front of those customers. It goes brilliantly. Growth happens exponentially, and at a very low cost. VCs and the media pile in. Techcrunch goes wild.

Then something strange happens. New customers become more difficult and expensive to find. The ads stop performing as well. Growth slows. Cost per acquisition begins to rise — and keeps rising. The path to profitability suddenly looks long and treacherous. Eventually, the whole thing peters out. This usually happens around three years from launch.

What happened? And how do you prevent it from happening to your start-up?

Future Demand explores the realities of how start-ups grow beyond their eager early users, providing evidence and insight into how to build your brand among the much larger group of customers who’ll buy from you in the future. Show less

The B2B Institute at LinkedIn, in partnership with WARC, and Lions, have published “The B2B Effectiveness Code”, a white paper to help B2B brands create more effective marketing by better understanding the types of effects their advertising generates, and the types of creativity that best lead to those effects.

Following the success of The Effectiveness Code, one of the largest ever studies of marketing effectiveness in recent years released in 2020 by WARC and Lions, this new major… Show more

The B2B Institute at LinkedIn, in partnership with WARC, and Lions, have published “The B2B Effectiveness Code”, a white paper to help B2B brands create more effective marketing by better understanding the types of effects their advertising generates, and the types of creativity that best lead to those effects.

Following the success of The Effectiveness Code, one of the largest ever studies of marketing effectiveness in recent years released in 2020 by WARC and Lions, this new major research explores whether the principle of Creative Commitment holds true in B2B marketing and introduces the B2B Effectiveness Ladder. Show less

How can we, as an industry, become more consistently successful at highly effective creative marketing? Cannes Lions and WARC sought to understand how our global community could better share what they have learned about effectiveness, for the sake of continuous creative improvement. This is our answer.

In 2016, in association with ATEED, we published New Zealand’s largest ever study of corporate innovation. From interviews with the CEOs of 44 of New Zealand’s largest and most influential organisations, ‘Big I, little i’ explores how to overcome the challenges of cracking meaningful innovation in corporate environments.

Debate in the advertising and marketing industries has raged for decades: does creativity make advertising more effective? Or is it just the folly of creative people looking to win their next award? The arguments of both advocates and cynics have until recently been based on conjecture and anecdotal evidence. James Hurman’s seminal creative effectiveness book The Case for Creativity, now updated for 2016, brings the debate to a conclusion with three decades of international research into the… Show more

Debate in the advertising and marketing industries has raged for decades: does creativity make advertising more effective? Or is it just the folly of creative people looking to win their next award? The arguments of both advocates and cynics have until recently been based on conjecture and anecdotal evidence. James Hurman’s seminal creative effectiveness book The Case for Creativity, now updated for 2016, brings the debate to a conclusion with three decades of international research into the link between creativity and business results. Show less

AK2: The Coming of Age of a New Auckland is a report on the zeitgeist and identity of our changing city, drawn from conversations with 50 leading Aucklanders.