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Principals expands to Wellington and welcomes new account lead
Tom Sykes and Sophie Evans.
Independent brand strategy and design agency Principals is expanding its presence across Aotearoa.
Strategy director Tom Sykes, who is now officially based in Wellington, says: “Wellington has such an interesting mix of organisations – from government to infrastructure to some incredibly ambitious businesses.
“I’m looking forward to being part of that community and supporting more New Zealand organisations to build brands that move them forward.”
Growing presence and expertise
The move adds Wellington to Principals’ existing studios in Auckland, Sydney and Melbourne.
Alongside the expansion, the agency is also welcoming Sophie Evans to the team as account lead.
Evans joins from the UK, where she led award-winning global employer brand and values programmes at BrandPointZero. Before that, she worked at Raptor London, supporting a variety of FMCG brands and campaigns.
Her appointment further strengthens Principals’ capability in brand strategy, employer brand and organisational culture work.
An exciting opportunity
Principals NZ general manager Kate Murchison says: “Sophie brings fantastic experience delivering brand programmes at scale. Her background in EVP and values work complements the type of strategic projects we’re increasingly doing with organisations across New Zealand.”
For Evans, the move to Aotearoa presents an exciting opportunity to contribute to a fast-growing and dynamic agency environment.
“Principals has a reputation for thoughtful, high-quality brand work and a really collaborative culture,” she says. “I’m excited to be part of the team and to contribute to the work they’re doing with some of New Zealand’s most interesting organisations.”
