Brand agency Principles makes senior hire

Leeds-based brand agency Principles has appointed a new business development director as part of its strategy to achieve ambitious five-year growth targets.

Sophie Munton joins from Jaywing, bringing more than 15 years of experience across CRM, media and customer loyalty for major retailers including Sainsbury’s and Morrisons. 

She said: “I’m thrilled to be joining Principles during a period of such strong growth; the business is on a fantastic trajectory, and I’m eager to contribute to its success. 

“I’ve already experienced the agency’s exceptional talent, work ethic, and culture – there’s a real energy and drive to achieve great things together, and I look forward to working alongside the team to build on this momentum and make a real impact.”

The appointment follows a strong period of growth for the agency, which has seen net profit rise by 15 per cent and new business wins from brands including Philips and CK Tools.

The team has also been bolstered by the promotion of Fern Moutrie to senior project manager and the arrival of Harry Douglas as account executive.

Mike Hackett, Principles’ owner, added: “We’re all really pleased to be welcoming Sophie into the agency’s fold at such an exciting time in the business. 

“It’s been a record-breaking year for us so far, and I’m pleased that we’re set to see revenue grow by a further 20 per cent in 2025.”

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