32West will offer services in the areas of PR, content marketing, media training and digital strategy – and despite being just four weeks old already has major clients on board.

The business is led by James Higgins, the former Group Editor of CN Group and erstwhile editor of regional daily news brand, The Mail and in-Cumbria magazine.

He left his position earlier this year and now says his focus is on building 32West in a county which he described as ‘positively teeming with amazing, forward-thinking, innovative businesses.’

James, 39, said: “Upon leaving CN Group I reached a crossroads in career terms and had some serious decisions to make about my future in both a professional and personal capacity.

“Establishing my own business in Cumbria was ultimately an easy decision. Nowhere in the UK is there such beauty on the doorstep, coupled with an extraordinarily varied mix of forward-thinking businesses at the cutting edge of their respective fields.

“As 32West develops and grows, it will be my pleasure to help these businesses tell their story in an engaging and reader-friendly way.”

James moved to Cumbria eight years ago, having worked at regional news brands across the north west. It is his 20 years in journalism, many of them spent in senior roles and at the boardroom table, which he says equip him for the tasks which lie ahead in his new venture.

Said James: “For so many years I have been on the receiving end of content from PR companies, some of it good, some of it seriously below par. I know what works and what does not.

“Telling stories and engaging an audience no matter what the platform is where my skills lie and through my two decades of industry experience across print, digital and social media channels, I feel confident I can deliver for the county’s businesses, whether they are big, small, established or just starting out.”

One client already on the books of 32West is top legal firm, Cartmell Shepherd, which has six offices across Cumbria and Northumberland.

Managing Director Peter Stafford said: ““We have been delighted with James’ advice and input.

“He is quick, efficient and spot-on with ideas and content. His input saves us time and gets us first class exposure.”

James added: “It has been an absolute delight to work with a brand as prestigious as Cartmell Shepherd and help create engaging content about the business, its people and its ethos.

“32West is underpinned by my industry experience but also has a number of fantastically talented associates on board who ensure the business can offer a diverse range of services.

“Our services are aimed at higher end companies, but we are an open to conversations with any business which is in need to support.”

32West can be found at 32west.co.uk and across Facebook, Twitter and Instagram social channels.