Tracksuit co-founder James Hurman presents his new edition of Future Demand. This special event brought together two of the sharpest minds in modern marketing for a candid discussion on what actually drives effectiveness today and what most brands still get wrong.

James Hurman, globally recognized expert on marketing effectiveness, co-author of The Effectiveness Code with Cannes Lions and WARC, and co-founder of Tracksuit, has spent his career helping the world’s leading brands turn creativity into measurable growth.

​In conversation with Dr. Marcus Collins, clinical professor at the University of Michigan’s Ross School of Business, former Head of Strategy at Wieden+Kennedy New York, and bestselling author of For The Culture, whose work sits at the intersection of culture, influence, and consumer behavior.

​Together, they unpack:
- ​What “effectiveness” really means in today’s landscape
- The tension between brand and performance (and how to get both right)
- Lessons from the world’s most effective campaigns