Starting in January 2010, Forbes is replacing the agency's founder, Alastair Stevens, following his retirement.
Jane Cranston, managing director said: “We are delighted that James is joining us. His many talents will hugely strengthen the team and we look forward to him playing a key role in taking Stevens Garnier forward into the next decade.”
Before he joined the generic body in 2007, Forbes was previously a senior buyer at Oddbins.
“This blend of heavyweight commercial knowledge, allied to a creative and strategic marketing mind is going to be invaluable as we seek to strengthen our position in the market,” Cranston added.
Forbes said: “I’m thrilled to be joining Stevens Garnier. It’s an impressively strong set-up and I very much look forward to helping the company achieve its future ambitions.”