LONDON & AUCKLAND, Today: UK marketing effectiveness outfit WARC and online learning programme Master of Advertising Effectiveness have joined forces to take the effective marketing learning programme global – with Kiwi agency chief James Hurman at the helm.
Hurman – described by WARC ceo Paul Coxhill as “the global authority of marketing effectiveness” – is a founding director of Auckland innovation studio Previously Unavailable (previously.co).
Coxhill: “The collaboration will enable a global expansion of the course to help more marketers around the world upskill and create more impactful campaigns.
“The comprehensive six-week online programme equips marketing and advertising professionals with a complete understanding of the evidence-based principles of advertising effectiveness and how to apply them, to produce advertising with consistently better commercial results.
“As advocates of effective marketing, we strongly believe that we need to enable marketers – and their partners – to better understand the principles and best practices of effective marketing.
“By doing this, we will improve the impact of the marketing that our industry creates, thereby better serving clients and consumers.
“To help facilitate this, WARC is delighted to partner with James Hurman, who has spent his career championing effectiveness, to extend the footprint of this valuable learning programme globally.”
James Hurman, said: “Over the past two decades, our industry has come such a long way in understanding how advertising works, why it works, and how to make it work better.
“This programme equips professionals with a complete understanding of the evidence-based principles of advertising effectiveness and how to apply them.”
“We now have a clear playbook and principles, covering both the logic of things like budgeting and targeting, and the magic of creativity and emotion. WARC’s been a huge part of championing those principles, so it’s wonderful to be expanding the Masters programme with them.”
The programme has been created for client-side marketers and agency professionals at all levels of seniority and experience, wanting to better understand and consistently create more effective advertising.
It covers nine core modules focusing on the strategic principles of advertising effectiveness, including Investing for Growth, Managing Long and Short, Building Mental Availability and Creative Commitment.
Caroline Hugall, former Sydney-based group brand strategy director, at AU-owned insurance group IAG, said: “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.”
Dubai-based Google CD Andreas Mielenhausenss aid: “This course is a great tool for any marketer. It’ll help you understand advertising better and, most importantly, help you improve what you are currently doing.
Upon completion of the programme and certification, participants will gain greater confidence, influence and value for planning and decision making. And more importantly, have the knowledge and ability to create advertising that links with commercial performance.
The next Master of Effectiveness course will start on 3 April 2023.
For 35 years, WARC has been powering the marketing segment by providing rigorous and unbiased evidence, expertise and guidance to make marketers more effective. WARC services include 100,000+ case studies, best practice guides, research papers, special reports, advertising trend data, news & opinion articles, as well as awards, events and advisory services. WARC operates out of London, New York, Singapore and Shanghai, servicing a community of over 75,000 marketers in more than 1300 companies across 100+ markets and collaborates with 50+ industry partners.
WARC is an Ascential company. Ascential has 3800 employees across five continents, and is listed on the London Stock Exchange.
About The Master of Advertising Effectiveness
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.
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