With a degree in English and Sports Studies from The University of Birmingham, James started his career in Sports Sponsorship, working with and for MasterCard to leverage their sponsorship properties. He then spent 10 years with Geoff Howe Marketing Communications working on major brands including Budweiser, Michelob, Ladbrokes, Audi, TDK, Glenfiddich, Maker’s Mark, Tia Maria, and Skyy Vodka.James joined INITIALS in spring 2008 and runs a group of accounts including SABMiller, Accolade Wines and PepsiCo Juices. He also heads up the Marketing team and is responsible for ensuring that account teams work  effectively with the agency's other centres of excellence.