The Effectiveness Masterclass


Hear the secrets to effective marketing from industry innovators, top CMOs and brand strategists.


About this event

On 17 May, ACA and the AANA will host a two-hour masterclass in Sydney for marketers looking to leverage the full power of their brand and drive measurable growth.

James Hurman, internationally acclaimed expert and author in effective marketing, and founder of NZ strategy consultancy Previously Unavailable, will provide invaluable insights gained from a career spent researching, publishing and teaching effectiveness. 

He’ll provide marketers with a deep understanding of the evidence-based principles of advertising effectiveness, building their ability, confidence and influence to consistently create highly compelling ad campaigns.

A panel session hosted by DDB Sydney Chief Strategy Officer Fran Clayton will follow, featuring Hurman, Brent Smart (CMO, Telstra), Chris Brown (Chief Customer Officer, McDonalds), and Alison Tilling (Chief Strategy Officer, VMLY&R) discussing the latest trends and insights for developing campaigns that guarantee impact.

Media info here.

ACA and AANA member discount

All members of the ACA and AANA are eligible for a discount on The Effectiveness Masterclass. If you’re a member of the ACA, your discount will be automatically allocated. If you’re an AANA member, please contact for your booking code.

Keynote speaker



James Hurman
Founding Partner, Previously Unavailable and author, The Case for Creativity and Future Demand,
James’ advertising work has won more than 50 local and international marketing effectiveness awards, including numerous gold Effies and Effectiveness Agency of the Year awards, a Cannes Creative Effectiveness Lion, and the Asian Marketing Effectiveness Awards Platinum award.


His 2020 study with Cannes Lions and WARC, The Effectiveness Code, introduced concepts such as The Creative Effectiveness Ladder and Creative Commitment, which have been adopted by brands all over the world.

Brent Smart
CMO, Telstra
Chris Brown
CCO McDonalds
Alison Tilling
Chief Strategy Officer, VMLY&R
Moderated by
Fran Clayton
Chief Strategy Officer,
DDB Group Sydney


Tony Hale
Josh Faulks