James Erskine has worked in the arena of 'content', 'advertorials' and 'advertiser funded programming' since he joined OMD UK as media planner/buyer in 2000. Since then he has worked with a number of brands and organisations including Vodafone, The British Army, Penguin Random House, the ATP, Dubai Tourism and Harper Collins to engage their target audiences on a level beyond traditional advertising. His work for Haymarket Brand Media was nominated for a PPA Award and his work for National Grid targeting students was nominated for a Marketing Week Engage Award. He currently is responsible for strategy at The Big Shot, where he and his team fuse editorial, social and media partnership techniques to deliver business results for a broad client roster. In addition, it is his role to develop and deliver strategic solutions for The Big Shot's key clients.