Getting to know James Shoreland

December 12, 2017 | Share this article

Last month we welcomed our new Chief Client Officer for Initiative UK & EMEA, James Shoreland, to the fourth floor at St. Johns Square. Whilst he’s been settling in, we’ve asked him a few questions to get to know him a little better…

Can you tell us a bit about your previous roles in media?

I must confess have been a bit of a media and advertising nomad these past 12 years or so. Before joining Initiative I was the Global Managing Director of Blue 449, a media agency that launched in 2015.  Prior to that I was the President of an agency in Los Angeles created specifically for Disney studios.  Going back even further I ran a joint venture in New York with a creative agency, tasked with devising communication strategies for Citibank.

What attracted you to Initiative and what are your first impressions?

The leadership team at Initiative has some phenomenally talented people, open and energized by what an agency can do for clients. That, combined with the IPG Mediabrands infrastructure of specialist tools and talent, made me feel we have huge potential.  So far it has lived up to its billing and I am incredibly excited by the people I have met at all levels across the agency.

What will you be doing here at Initiative?

Essentially, I’ll be ensuring our clients, and prospective clients, can take the initiative in culture with the very best tools and talent at Initiative and across IPG Mediabrands.

What’s the most innovative client you’ve worked with in the past?

PUMA and Disney were both brilliant at taking risks on the interplay that exists between content, talent, brands and media. Despite vastly different ways of working, they both believed in the mantra that there is always a better way and nothing could contain their ambition with each new campaign.

Who’s someone in the industry you admire the most?

Chris Ingram. It may be slight stretch to say he is still ‘in the industry’ but his intelligent, considered approach to strategy belied a dynamic drive to continuously re-invent the role of the agency.

What are your favourite things outside work?

Cricket, family, travel and tennis. Not necessarily in that order but very often converging.