Worked in: London, Minneapolis and New York
Key Clients include: Intel (global AOR), Acer (global AOR), YouOnDemand (AOR New York City and China), AmericanExpress (Projects), Hard Rock Cafe (Projects)
James Fox has worked at some of the world’s top creative shops—St. Luke’s, Fallon, BBH, TAXI and BBDO and with some of today’s best-known brands including AT&T, United Airlines, Johnson & Johnson and Coors Brewing.
However, in 2010, he joined Michael Birkin (former Vice Chairman Omnicom and Founder of Interbrand) to set up a new marketing services group: Red Peak Branding. He was named CEO of the venture last year.
He’s come a long way since his early years of studying psychology. He earned his Bachelor of Science in Psychology from Leeds University in the UK, and then completed a Masters in Organizational Psychology at the London School of Economics. From there, he turned to the world of advertising where he was appointed to set up a new cutting edge research department specializing in cultural trends analysis at St Luke’s. He soon moved into the planning department where he worked on award winning campaigns for Clarks shoes, Foxes Biscuits and Ikea. In 2001 James pitched and won the global Emirates Airlines account, leading global research and insights for the brand for the next two years. During his time at the agency James was elected by the company to be on the five person management council for St Luke’s.
After 5 years at St Luke’s James moved to Fallon Minneapolis to act as global planning director for United Airlines and Nestle Purina. His work on United Airlines involved launching their budget airline Ted for which he earned the first ever gold Effie Integrated Marketing. His work on the “It’s Time to Fly” campaign also earned him another Gold Effie for Transportation, a Silver Effie for New Product Launch and an Emmy for Outstanding Commercial. His work on Purina earned him a bronze Effie.
After many cold winters in Minneapolis, James moved to New York to work at BBH as Group Planning Director for Levis and British Airways. James was highly involved in the global repositioning for British Airways and ground breaking digital work for Levi’s during his time there.
After BBH he was recruited by TAXI to be the Global Chief Strategy Officer, where he won 9 consecutive pitches for TAXI New York, totaling $150 million dollars in billings. The clients he won included Johnson and Johnson, Coors Brewing company, MOMA and New York Life. James also completed a total overhaul of the planning departments in TAXI's 5 offices.
James went on to run the $1.4bn a year AT&T account at BBDO as EVP Director of Planning. He led a team of 28 planners and researchers to deliver a total rebranding across the line for AT&T’s wired and wireless businesses as well as helping them shape their digital strategy. During his time working on AT&T James led the brand away from a pure functional benefit led strategy (“More Bars in More Places”) to a more innovation led strategy (“Rethink Possible”).