James (pictured) joins from creative agency Isobar and is Fever's first board-level hire to specialise in social and digital PR.
While at Isobar he led Kellogg's EMEA social media programme, Ikea's UK social and digital business and AB InBev's World Cup and Wimbledon campaigns for Budweiser and Stella Artois.
Before this he was a client services director at Engine-owned digital agency Jam, which rebranded as Deep Focus in 2015.
As part of the new role, James will be responsible for growing Fever PR's digital offering and leading its team of designers, photographers and social campaign managers.
His remit will also include responsibility for Fever's current roster of clients, including German wine Brand Black Tower, which the company won earlier this year.
James said: "Fever understands that great storytelling works irrespective of channel, and the best creative sits at the intersection of PR, content and social. The number of recent wins that allows Fever to deliver on that blend of disciplines shows that clients also buy into that way of thinking."
He will report to Fever MD Bruce McLachlan, who told PRWeek that brands are moving away from specialist social agencies, and looking to consolidate social media work with their ad or PR agency.
"It makes sense; it’s cost effective, it breaks down the organisational barriers when delivering campaigns, but only if the agency in question has an equivalency of strategic and creative talent. And I think in the past that’s perhaps where PR has come up short," he said.
Fever, alongside Nelson Bostock and Red Door, is part of the Unlimited Group, which was sold to investment firm DBAY Advisors for £75.8m in December.