Prioritising purpose – How this ticketing company succeeded without traditional marketing

In their first few years of operation, Humanitix didn’t spend a cent on traditional marketing. Despite this, they managed to build up a client list that includes Google, TED, Red Bull, Canva and Facebook, and gave millions to charity in the process. How did they do it? 

Adam McCurdie is the co-founder and CEO of Humanitix, the new contender disrupting the fiercely competitive ticketing industry for all the right reasons. After making a pact with his close friend and co-founder, Adam left the corporate world in search of more meaningful work – and that relentless pursuit of purpose is the driving force behind Humanitix’s unconventional marketing.  

Adam explains to host Dr Juliet Bourke why traditional advertising hasn’t been an option for most of Humanitix’s history, and how the company's clients have done the talking for them.  

Professor Frederik Anseel, Interim Dean at UNSW Business School explains why the purpose-driven marketing of Humanitix works for some companies but isn’t necessarily the right approach for everyone.  

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