When programme creator James Hurman first began working in advertising in 2001 there was very little knowledge around how advertising worked or how it could be improved.
“There were lots of people with experience and opinions but there wasn’t really data to provide us with real evidence around these things,” he says.
As time went on, the internet opened up a whole world of data and insight into advertising effectiveness, and research was done to provide some very “robust principles” about how it works and how to make it better James says.
The issue then became too much information in too many places, so James set about collating
