Head of Marketing, Channel 4
It’s no accident that all the work we celebrate now, and which will stand the test of time, combine a great idea with fantastic craft.
James oversees all marketing on and off air for Channel 4’s network of channels and services and is responsible for the Marketing, Social Media, Media Planning and Channel Announcer teams. James is also on the board of directors for Freeview.
James started out in account management at Young & Rubicam, BMP and Duckworth Finn before going in-house to join Channel 4’s agency 4creative. There he was privileged to work very closely with producers and directors and to see the production and post-production process first hand. He worked on the launch of E4’s iconic drama Skins, and D&AD pencil-winning campaigns for More4.
After a sideways move into the marketing department (which works hand-in-glove with 4creative), James led the We’re the Superhumans marketing campaigns for the Paralympics in 2012 and 2016. Both campaigns won a Grand Prix at Cannes and a D&AD Black Pencil.
In 2015 Campaign magazine made Channel 4 its Advertiser of the Year and MediaWeek awarded it the Grand Prix for the Humans marketing campaign. Marketing Week also declared that Channel 4 was the most successful British brand at communicating diversity in its marketing and advertising. In 2016 Channel 4 won the Marketing Society’s Brand of the Year and in 2017 The British Arrows awarded Channel 4 its special Advertiser of Excellence prize.