Graduate James on the ball with #ChangeTheGame Women’s World Cup ad

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Date: 10th Jun 2019

Buckinghamshire New University graduate James Cross is Creative Director of BBC Creative, the corporation's in-house advertising agency, and is celebrating record viewing for a film he oversaw promoting its coverage of the FIFA Women’s World Cup.James Cross

James, who graduated in BA (Hons) Music Industry Management & Marketing in 2002, created the film, with music star Ms Banks, as part of the BBC’s #ChangeTheGame campaign to promote and make women's sport more visible in 2019 and beyond.

The Women’s World Cup is taking place in France until 7 July and is the first of a host of major women's sport events it is broadcasting and publicising this year.

“The Women's World Cup is the flagship event, and so far the results have been brilliant for us and the wider BBC," said James.

“Sunday's live game between England and Scotland had 6.1million viewers, meaning it is the most-watched women's football match ever on UK television.

“Next up, the campaign will continue with the Vitality Netball World Cup from 12-21 July, for which we start filming the campaign this week."

Women's World CupJames was behind the BBC’s promotional film for its 2018 World Cup coverage, when his team created eye-catching ads using 227,000 metres of thread to make over 600 unique frames of tapestry. He also oversaw adverts for the Wimbledon Championships.

Explaining his role, he added: “My role is to lead all creative output of BBC Sport, CBeebies, CBBC, charities and BBC Learning marketing output, whilst inspiring and empowering our creatives to aim to create the best marketing campaigns in the world."

Paying tribute to what he learnt at Bucks, James said: “Bucks New University taught me a lot, and it's funny how those learnings still pop up as I go about my day-to-day role 17 years later.

“I came away from the University with my horizons broadened and a confidence that anything can be achieved. I feel I genuinely owe the University a great deal for what they taught me."

Picture captions.Top right: James Cross. Bottom left: A still from the #ChangeTheGame film.

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