Principles appoints creative director

Leeds-based brand communications agency Principles has promoted Victoria Harrison to creative director, strengthening its leadership team as the business continues to grow.

Victoria joins the agency’s senior leadership team following 20 years with Principles, having originally joined as art director in 2005. 

During her time at the agency, she has led a wide range of projects, from shopper activation campaigns for major retailers to integrated brand-building work for household names including Seabrook, Ronseal and Astonish.

In her new role, Victoria will bring her creative and leadership expertise across the wider agency, while continuing to support and develop the creative team. 

She said: “I’m incredibly proud to step into this role at such an important moment for the agency. 

“We have an incredibly talented team, and I’m excited to build on a culture where creativity thrives and our work is genuinely meaningful for our clients and their audiences.”

Victoria’s promotion forms part of Principles’ long-term growth strategy, with senior appointments playing a central role in supporting recent momentum.

The agency has reported strong growth over the past two years, driven by major new client wins and progress towards its five-year expansion ambitions.

Agency owner Mike Hackett added: "Vix has been central to some of our most effective work in recent years. 

“Her ability to turn insight into bold, distinctive ideas whilst motivating a talented team makes her an outstanding creative director. 

“This promotion reflects both the impact Vix has had on our outputs and the ambition we have for the future of the business.”

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