Tracksuit Marketing with James Hurman | Strategy Sessions

James Hurman does a lot. He’s a strategist, a creative, an entrepreneur, an investor, a teacher and a great bloke.

In this episode we discuss:

• The lessons from ancient cultures
• The power of delegation
• Making not drinking cool AF
• Influencer partnerships with the Kardashians
• The story behind Tracksuit, the brand tracking platform
• How James approaches brand names
• Why you can be fun in B2B
• Becoming an investor using a different thesis to most VCs
• The impact of Binet & Field on marketing
• The ‘problems’ with Binet & Field’s work
• Sharing the success of his agency with his team

James Hurman

Over the course of his advertising career, James won more than 50 awards for advertising effectiveness. In 2013, he was named the world’s number-one strategic planning director.

Since then, James has co-founded and scaled multiple global brands, including brand health trackerTracksuit and non-alcoholic canned cocktail producerAF Drinks. He also foundedPreviously Unavailable, a venture studio that helps startups create new products, scale business ventures, and build their brand. 

James has published multiple books; the most recent,Future Demand, explores how startups can expand beyond their initial audience of early adopters. He’s also authored multiple marketing effectiveness studies, including “The Effectiveness Code” and “The B2B Effectiveness Code.”

• https://www.jameshurman.com 
• Khloe Kardashian and Kris Jennerpromoting Free AF on LinkedIn orInstagram
• The power on emotion in brand buildingJames writing in Marketing Week
• Three books by Jonathan Haidt:The Anxious Generation,The Happiness Hypothesis andThe Righteous Mind

Strategy Masterclass with Seth Godin

I’m doing a series of strategy masterclasses with Seth Godin in 2025. If you use codeEximo (capital E) then you’ll be able to grab a ticket for £225 instead of the full rate of £265.

You get to work with Seth, who will be joining remotely from his NYC studio, with me in the room and the team from Horrible Brands to help out with brand strategy. These events have been put together by the Event Queen Treena Clarke.

Ticketsavailable from here.

Host Andi Jarvis

If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on LinkedIn orInstagram.

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Find the full show page including transcription, here: https://eximomarketingstrategy.com/tracksuit-marketing-with-james-hurman-strategy-sessions-podcast/