James Kirk, Director of Attention

For James, the way some great companies struggle to get noticed is a source of constant amazement. "When I was 25 and just starting out, we realised there are two rules of attention you can use time and time again to ensure you get noticed in a way which will trigger sales."

1. Don't do what everyone else is doing.
"It seems so obvious when we explain it to people. Humans instinctively notice things which are different to the norm, and everything else blends into the background. Yet so many times, people will come to us wanting to do something which will make them look identical to their competition! We used this approach heavily on the Dian Fossey campaign, and the reason that it worked for them is that the media LOVE something new because they are in the business of news."

2. Create a story so they can talk about you.
"Your customers don't talk or think in bullet point feature lists. They tell each other stories. If you want them to talk about you, creating a little bit of mystery or intrigue goes a long way. A great story draws people in, so they want to find out more, and it gives them (and the media) something to tell others. This rule is crucial for tough to reach audiences."

"The real results come when you get both of these things happening at once, like we did with the telco which needed to reach the youth market with its mobile phone offering. We made them their own marketing channel which had 100% uptake in this hugely cynical and savvy demographic. Even I was amazed". (read how it was done)

James is a partner in Hubbub with Mark Sinclair. He divides his time equally between the Hamburg office and London, serving clients around the UK as well as in North America.

James has a proven track record of creating very effective campaigns for clients in a wide range of industries. He is responsible for the creative direction of some of Hubbub's most innovative and unique client campaigns, with a trademark of decisively capturing the attention of target audiences. James' work has also been recognised by a national creative body as "exceptional", and he has had commercial projects commissioned by leading galleries and agencies.

James is adept at leading Hubbub professionals through the implementation phase of campaigns he has developed, and his client management is excellent. He builds strong relationships with clients, and is known for his follow-through and flexibility. His combination of creative flair, sound business experience and strong writing skills serves his clients extremely well.

Prior to becoming actively involved in marketing, PR and advertising, James practiced in a large national law firm as a barrister and solicitor, where he focussed on property law. He has subsequently written and edited specialist property law publications.