About
Hey there – I'm James, I'm from Auckland, New Zealand, and I'm part-entreprenuer…
Articles by James
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New research in support of the principle of Future Demand
New research in support of the principle of Future Demand
By James Hurman
Activity
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Great to be on the That's What I Call Marketing podcast to talk creativity, how to improve the performance of performance marketing, AI, why Galloway…
Great to be on the That's What I Call Marketing podcast to talk creativity, how to improve the performance of performance marketing, AI, why Galloway…
Shared by James Hurman
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Marketing friends in the USA! 🇺🇸 I'm working on a project around exciting new digital and AI tools for marketers. If you're a marketing manager or…
Marketing friends in the USA! 🇺🇸 I'm working on a project around exciting new digital and AI tools for marketers. If you're a marketing manager or…
Posted by James Hurman
Experience
Education
Publications
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Future Demand: Why building your brand among tomorrow's customers is the key to start-up success
Previously Unavailable
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…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. -
The B2B Effectiveness Code
LinkedIn B2B Institute
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…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. -
The Effectiveness Code
Cannes Lions & WARC
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.
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Big I little i: Tackling the Wicked Problems of Innovation in Large New Zealand Organisations
Previously Unavailable
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.
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The Case for Creativity
Cannes Lions Publishing
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…
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.
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AK2: The Coming of Age of a New Auckland
Previously Unavailable
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.
Honors & Awards
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D&AD Graphite Pencil - Writing for Design/Naming - AF Drinks
D&AD
Alongside AF Drinks and their partners at The Tuesday Club, I won a D&AD pencil for the name of the company and how it translated across comms.
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Winner - Innovation in Financial and Professional Services
New Zealand Innovation Awards
Our work developing the proposition, user experience and brand for non-profit Kiwisaver startup Simplicity Kiwisaver helped them earn the winner's trophy in the financial services category at the 2016 New Zealand Innovation Awards.
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World's #1 Planning Director 2013
The Directory Big Won Rankings
"Not only did his agency come out at No.1 in the Global Top agency rankings but he is the author of 'The Case For Creativity' and even without the rankings would be regarded as one of the very best planners on the planet." - www.bigwonrankings.com
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World's #2 Planner 2011
The Directory Big Won Rankings
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Creative Effectiveness Lion
Cannes Lions International Festival of Creativity
The campaign I worked on to launch TVNZ's 'The Pacific' won one of just 6 inaugural Creative Effectiveness Lions at the 2011 Cannes Lions.
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World's #7 Planner 2010
The Directory Big Won Rankings
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Effectiveness Agency of the Year 2010
NZ Effie Awards
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Asian Marketing Effectiveness Awards Platinum Award
Asian Marketing Effectiveness Awards
Our 'Yellow Treehouse' campaign was named the most effective campaign from India to New Zealand in 2009.
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World's #4 Planner 2009
The Directory Big Won Rankings
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Effectiveness Agency of the Year 2009
NZ Effie Awards
Recommendations received
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Front and center, ‘cause Forbes knows what’s up 😘 ..
Front and center, ‘cause Forbes knows what’s up 😘 ..
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This was unexpected. I feel like it happened too fast and we are just getting started. Thank you AWARD for naming Telstra your Marketing Team of…
This was unexpected. I feel like it happened too fast and we are just getting started. Thank you AWARD for naming Telstra your Marketing Team of…
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Vogel’s. It’s delicious but problematic… Being the only bread you have to toast twice (or 1.5 times?), makes for burnt toast galore. So, OF COURSE…
Vogel’s. It’s delicious but problematic… Being the only bread you have to toast twice (or 1.5 times?), makes for burnt toast galore. So, OF COURSE…
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A really lovely surprise while scrolling the Designers Institute of New Zealand Best Awards site to see our wee house as finalists too! Crosson…
A really lovely surprise while scrolling the Designers Institute of New Zealand Best Awards site to see our wee house as finalists too! Crosson…
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☕ In today's Daily Shot - 5️⃣ things to know about across the Aotearoa startup scene: 👀 Inside the MenuAid ➡ Appetise rebrand, with co-founders…
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👥 When you're a founder, you may come to a point where you're no longer the best person to be the CEO. ❓ But how to you recognise that point? How…
👥 When you're a founder, you may come to a point where you're no longer the best person to be the CEO. ❓ But how to you recognise that point? How…
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Goodbye to MenuAid 🥲 But why only 1 tear? Because there is no time to be sad! We've got some blimmin' exciting news to share 💃🏼 First up…
Goodbye to MenuAid 🥲 But why only 1 tear? Because there is no time to be sad! We've got some blimmin' exciting news to share 💃🏼 First up…
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How cool is this! Kathryn Zealand, the epic Kiwi co-founder of Skip, who has just launched an e-bike for walking called MO/GO ⛰. Future 60 year old…
How cool is this! Kathryn Zealand, the epic Kiwi co-founder of Skip, who has just launched an e-bike for walking called MO/GO ⛰. Future 60 year old…
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Are we in an AI bubble? I'm not sure - but from what I can see the industry being most disrupted so far is the summarizing industry. If you're in the…
Are we in an AI bubble? I'm not sure - but from what I can see the industry being most disrupted so far is the summarizing industry. If you're in the…
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