Future Demand in Action
Aotearoa-specific effectiveness insights from James Hurman
Balancing short-term results and long-term growth
Future Demand in Action is a report by James Hurman drawing on campaigns from the Aotearoa Effectiveness Database. It analyses how advertising delivers short-term commercial effects and long-term brand growth, testing established effectiveness principles in a New Zealand context.
Key findings from the Aotearoa data
Based on campaigns from the Aotearoa Effectiveness Database, the report analyses how different strategic approaches influence short-term and long-term business outcomes.
Two distinct commercial jobs
The report outlines how advertising performs two different functions: converting existing demand in the short term and creating future demand over time.
Local validation of effectiveness principles
It tests widely recognised effectiveness principles against New Zealand case studies to assess how they apply in a smaller market.
Contrasting strategic approaches
The analysis highlights differences in media, creative and investment patterns associated with short-term effects versus long-term growth.
Webinar with James Hurman
In this webinar, marketing effectiveness expert James Hurman explores the Aotearoa Effectiveness Database and the findings from Future Demand in Action. He discusses the report’s findings and what they suggest for balancing short-term sales effects and long-term brand growth.
Access the full report
Download Future Demand in Action, an analysis of 116 for-profit advertising cases from the Aotearoa Effectiveness Database (2022–2024).
The report sets out the different media and creative strategies associated with advertising that converts current demand versus advertising that creates future demand.