James Hurman joins The WARC Podcast to unpack the key ideas behind Future Demand — why performance marketing is delivering diminishing returns, how brands really grow, and why advertising doesn't create sales so much as shift market share.
Watch the full conversation below.
James Hurman is a marketing effectiveness researcher, entrepreneur, and author.
He is co-founder of Tracksuit, a brand-tracking platform used across the US, UK, and Australasia to measure brand growth over time.
James has led major effectiveness studies with organisations including WARC, Cannes Lions, and the LinkedIn B2B Institute, focusing on how advertising strategy drives long-term commercial performance.
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How to create future demand, not just capture existing demand.
James Hurman’s practical guide to building brands that grow by creating tomorrow’s customers.
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