The Master of Advertising Effectiveness, a course created and taught by James Hurman, is now taking New Zealand and Australian applicants for its next online programme, beginning Monday July 4. And as a special offer the programme is giving one free place away to a Campaign Brief reader.
To be in the draw, fill in the short form here.
The Master of Advertising Effectiveness is a six-week online programme that equips marketing and advertising professionals with a complete understanding of the evidence-based principles of advertising effectiveness and how to apply them to make advertising that creates consistently better commercial results.
The programme focuses on building participants’ ability to consistently create highly effective advertising, and their confidence and influence in doing so. The course is delivered flexibly via a combination of 30-minute video lessons and 1 hour live Zoom discussions. It has designed to be completed alongside full-time work and requires around 12 hours total study over 6 weeks.
The programme is open to agency people and client-side marketers of all levels of experience and seniority.
The course is created and taught by James Hurman, an advertising effectiveness expert who has spent his career researching, publishing, practicing and teaching advertising effectiveness.
Hurman was former head of planning at Colenso BBDO and managing director at Y&R New Zealand, where his work won more than 50 advertising effectiveness awards and 20 Cannes Lions.
His 2011 book The Case for Creativity explored his and others’ research showing 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 effectiveness case examples and introduced The Creative Effectiveness Ladder and the principle of Creative Commitment, advertising effectiveness concepts that have been adopted by brands all over the world. His 2021 study with LinkedIn’s B2B Institute replicated The Effectiveness Code for B2B brands.
The programme was launched earlier this year, and two over-subscribed cohorts of marketers and agency people ran in February and April. Feedback from participants has been hugely positive, with the programme averaging 4.5 stars and an NPS of +80.
“The content of this course is insanely valuable. Every marketer needs to do this course as it raises the bar on effectiveness across the board.”
“The material covered off was very informative and covered off all of the best practise principles in a very short amount of time. James is great at explaining the concepts and the case studies and additional resources were helpful too. I think more marketers need to hear this!”
“This is the best course I’ve done that bridges the gap between theory and application. This is something that often lacks in other courses that are too theoretical. Not this one.”
There are a maximum of 30 places available for the July cohort, on a first-come-first-served basis.
CB readers, don’t forget to enter the draw here.
And, members of New Zealand’s Commercial Communications Council receive a 10% discount on the Master of Advertising Effectiveness programme when they book through the Comms Council website – see https://commscouncil.nz/master-of-advertising-effectiveness/ for more details.