James is a New Zealand-based marketing effectiveness specialist, venture capitalist, serial entrepreneur and Co-Founder of brand tracking platform Tracksuit.

One of the world’s better-known experts on advertising effectiveness, he’s the author of major marketing effectiveness studies The Effectiveness Code and The B2B Effectiveness Code, both in partnership with WARC and Lions. He’s authored two books – The Case for Creativity and Future Demand – which bring together evidence-based research to help organisations better plan marketing strategies. He consults in this capacity with large organisations globally.

He’s also the programme director of the Master of Advertising Effectiveness, an online programme for marketing and advertising people whose alumni includes executives from Google, Amazon, Disney, Airbnb, McDonalds and all major ad agency networks.

In his spare time he runs Previously Unavailable, the venture studio he founded in 2014, and invests through Brand Fund 1, a venture capital fund his company raised to support brand-oriented startups.