Wednesday 03 May 2023

Stellar lineup of speakers announced for The Effectiveness Masterclass

On 17 May, Advertising Council Australia (ACA) and the Australian Association of National Advertisers (AANA) will host The Effectiveness Masterclass in Sydney – a two-hour intensive for marketers and agency leaders committed to improving the ROI and efficacy of their advertising campaigns.

Guest speakers include some of the industry’s best marketers, such as international effectiveness expert James Hurman and Telstra CMO Brent Smart, who will take to the stage to present attendees with practical tools and advice to better sell, measure and prove the commercial impact of their work.

“Demonstrating the return from advertising has become more important than ever, with every marketing dollar scrutinised amid a tightening economy and thriving digital landscape,” said ACA CEO Tony Hale.

“This event will give marketers at all levels a deep understanding of the evidence-based principles of advertising effectiveness, building their ability, confidence and influence to create highly compelling ad campaigns.”

As part of his keynote, Hurman, author of The Case for Creativity and Future Demand, and founder of NZ strategy consultancy Previously Unavailable, will share invaluable insights gained from a career dedicated to practising and teaching effectiveness.

His Cannes Lions and WARC study, The Effectiveness Code, broke boundaries by introducing new concepts such as The Creative Effectiveness Ladder and Creative Commitment, which have been adopted by brands all over the world.

A panel session hosted by DDB Sydney Chief Strategy Officer Fran Clayton will follow, featuring Hurman, Smart – one of the world’s top marketers whose work on NRMA Insurance won the coveted Grand Effie Award in 2021, McDonald’s Chief Customer Officer Chris Brown and VMLY&R Chief Strategy Officer Alison Tilling, who together will discuss the latest trends and insights for developing campaigns that guarantee impact.

AANA CEO Joshua Faulks said: “The consistent message I am getting from our members is that marketing effectiveness is their number one priority as they face a complicated economic landscape and challenges around costs.

“Boards and leaders are demanding a clear return on the marketing investment – that is what this masterclass is all about.”

To register, visit the event page.

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