James Shoreland

James is the CEO of Initiative UK & Ireland, committed to helping our clients’ brands take the initiative through culture. Previously, James worked as Managing Director and Chief Client Officer for Initiative.

James has 20+ years experience in the industry. He oversees both the UK and global clients with multi-market needs in London. James became CEO of Initiative in November 2020, the year the agency had its best growth, winning accounts; NatWest & Bupa followed by 2022 wins of HelloFresh & Nike.

He has a track record of creating innovative team solutions for clients. This has included a cross-functional team in New York for Citibank during the financial crisis and a new agency for Disney Studios in Los Angeles.

He is driven by how an agency can help clients use marketing communications to create strong brands and drive business results.