Leeds brand agency celebrates NHS client win following “strong” proposal

A Leeds-based brand communications agency is celebrating two new clients wins, including the NHS.

Principles Agency, has been appointed by the NHS to coordinate a campaign to combat abuse inflicted on primary healthcare providers which was exacerbated by the Covid-19 pandemic.

The firm, which celebrated its 35th birthday last year, has also secured a contract with Kingfisher Direct to lead on a business rebrand and strategy reset.

The NHS ‘Be Kind’ campaign, which will run for an initial three months, will see Principles combine extensive research, strategy, concept development and paid media, to challenge deep-rooted behaviours affecting NHS staff.

Karen Coleman, associate director for communication & engagement at West Yorkshire Health and Care Partnership, said: “Principles’ proposal for the ‘Be Kind’ campaign was incredibly strong with a good balance of research and campaign development and activation.

“Principles was selected to support the NHS for this vital campaign based on its ability to work with sensitive subject manners, extract evidence based on insight, and translate these elements into an effective campaign creative.”

Liz Bryne, client services director at Principles agency, added: “We’re absolutely delighted to be working alongside the NHS on such an important campaign. The project draws on our core strengths of developing big creative ideas built on solid insight, and executing them to the highest standards with the right message, in the right place at the right time.

“The ‘Be Kind’ campaign is crucial to supporting healthcare staff who have worked so hard during the last two years and we can’t wait to see the impact of the campaign.”

Principles will also work alongside Kingfisher Direct to lead on strategy and insight to understand its target audiences, interpret brand positioning and articulate the visual identity of the brand, in order to transform the business into an organisation that engages on a more emotional and personal level with customers.

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