James Hurman is a New Zealand-based entrepreneur and one of the world's leading experts on marketing and advertising effectiveness. During his career as a strategic planner he won over 50 advertising effectiveness awards and was named the world's #1 strategic planning director.

He is the co-founder of Tracksuit, a brand health tracking platform used by thousands of brands globally, and the founding partner of Previously Unavailable, a creative company that partners with and invests in high-growth startups.

James has authored landmark marketing effectiveness studies including The Effectiveness Code with Cannes Lions and WARC, and The B2B Effectiveness Code with the LinkedIn B2B Institute. He leads the Master of Advertising Effectiveness, a global programme whose alumni includes executives from Google, Amazon, Airbnb, Disney and McDonald's.

Future Demand is the culmination of more than a decade of evidence-based research into what actually drives brand growth.