Tool Signs Former JWT Chief Creative Innovation Officer James Cooper

The multi-talented James Cooper has signed on as the newest interactive director on the Tool roster. Cooper has served as the creative leader behind a wide range of digital work, including the recent Cannes Gold Lion-winning mobile application for Band-Aid featuring the Muppets, Wheaties’ Most Valuable Tweeter Super Bowl campaign, and JCPenney’s Return to the Doghouse campaign.

Starting at Ogilvy London where he ran the multi-award winning IBM business, James has consistently won awards and judged awards shows, he is also a published industry author. With over 50 top digital awards to his name and a portfolio that transcends the traditional realms of advertising, Cooper fits perfectly into Tool’s culture of digital innovation. “James is a creative visionary with a rare grasp of what it takes to lead a team,” noted Tool EP Digital Dustin Callif. “Tool’s in-house digital capabilities and roster of talent have grown tremendously over the past few years. James is exactly the sort of leader who can help us marshal those resources into our next game-changer.”

Prior to joining Tool, Cooper acted as chief creative innovation officer at JWT New York, managing the agency’s creative product in the emerging digital space, creating both campaigns and products. Previously, Cooper was the creative director at two of the UK’s leading independent digital agencies, Dare and Agency Republic, growing both from a staff of under 50 to over 150 people during his tenure. Under Cooper’s guidance, both agencies were named “Agency of the Year” by Campaign, and after winning that title three years in a row, Dare was named “Agency of the Decade.”

“I have been a huge fan of the work Tool has done,” said Cooper. “They have a great team of people who know how to create innovative work. Tool creates memorable content that not only looks great, it helps build lasting impressions for agencies and brands alike. I’m very passionate about ideas and how they are made. Tool cuts through with work that inspires everyone – actually influences culture – not just industry nerds. That’s the next step for interactive work, so I am very proud to be a part of this team.”


About Tool:

Bicoastal Tool is an award-winning production company, representing top live-action directors and interactive directors for advertising projects. From funny… visually engaging… and/or interactive, Tool’s diverse roster of unique talent creates unforgettable commercial and digital content across all platforms.