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Principals appoints Kate Murchison as Aotearoa New Zealand GM

Branding design agency Principals has appointed Kate Murchison General Manager of its Aotearoa New Zealand office.

Murchison joins Principals following stints as Managing Partner at marketing consultancy Eleven Eleven and independent creative agency Strategy. Prior to that, she spent five years leading brand and consumer at Chorus.

Principals CEO Tom Brigstocke said: “Kate comes to us with a rare spread of skills and experience. Most recently she built a thriving strategy consultancy practice. She has also spent plenty of time agency-side, not to mention the highly successful rebrand she led at Chorus. Kate has the perfect mix of capability and personality to build on our recent momentum in the New Zealand market.”

As the GM of Principals Aotearoa, Murchison joins a wider group of over 80 professionals operating as one team across Auckland, Sydney, Perth, and Melbourne, servicing clients including The University of Auckland, Chorus, and Fonterra, as well as some of Australia’s most well-known brands like NAB, Stockland, and Officeworks.

Murchison said: “Being deeply passionate about the power of brand, what drew me to Principals was the sheer breadth of the offering, spanning insights, strategy, employer brand, brand experience, brand voice, and, of course, award-winning design. The team consistently deliver outstanding brand work that instigates positive change for organisations. I’m looking forward to leading them to new heights, as we continue to innovate and create transformative brands for our clients.”

Principals is on an upward trajectory with several new business wins in the New Zealand market. The agency has also been recognised for its work taking home Gold and Best in Class at Transform and Good Design Awards for its work with Hamilton Airport. Additionally, Principals was named Branding, Design & CX Agency of the Year for 2023 by B&T Magazine.

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