Jimmy was Media Director of Royds, before going on to BBDO where he implemented an empirical framework to media buying. His classic book Media Planning, which was sponsored by the IPA, detailed this in depth and became the definitive work on the subject at the time.
He was also one of the pioneers, along with Simon Broadbent, of evidence-based and rational media allocation, and according to Nick Phillips, former IPA Director General, “was passionate about getting the planning right.”
His funeral took place on 1st July.