Steve is a checked-shirt enthusiast who is responsible for keeping the NZ team running smoothly. He also evangelises Principals’ work to anyone who will listen and a few that don’t. As general manager, Steve brings 20 years of agency experience and a M.Com degree to the role. His passion for business development is only matched by his passion for seeing organisations engaged around a brand purpose. It’s collaboration that Steve enjoys about working at Principals. We believe that a good idea can come from anywhere, and this inclusivity is a big part of the success the talented group in the NZ office strive to achieve.
Nick is our strategy director. He has a strong belief that a pragmatic and common sense approach is required to ‘work out’ the best road map for brands to grow. Or in other words, it’s not rocket science - what’s required is skilled facilitation through a proven process with the right people involved. Over 20 years working with clients including BNZ, Firestone, Taranaki Region, EPIC Beer, Auckland Airport, Trustpower, InterCity Group, ACG Education and Return to Sender (eco designer coffins), he’s honed a highly consultative process. This delivers concise and meaningful brand definition referencing business strategy, useful audience insights and a clearly mapped view of the competitor space. The outcome focuses internal culture and service delivery. It also provides the platform for developing powerful brand identities, experience design and communications, all of which help maximise business and brand growth.
When Jodine was eight she won first prize at the Central Hawkes Bay A&P show for a painted egg. It was a meteoric rise from there to becoming our creative director.
She brings 17 years of creative experience to the role, and her bubbly personality means she is able to connect with the design brief and the people involved, creating innovative and imaginative designs. Her work is as varied as her client list – from Harrison Grierson, Turners & Growers and Westpac to House of Travel and Waitangi Treaty Grounds – to name just a few.
Always up for a laugh, Jodine enjoys working with mostly relaxed, often fun, (and occasionally sarcastic) team at Principals, especially when they share their baking.
Jo is an account director who can usually be found in the thick of projects big and small. Joining us after 10 years' industry experience and a design degree, Jo brings a wealth of experience to the Auckland Account Management team.
Fascinated with learning new things and meeting new people, Jo has worked with a large network of talented individuals, exceptional brands and a full spectrum of strategy and design projects.
Apart from at the beach, Jo is happiest bringing the perspectives of multiple stakeholders together to develop seriously creative ideas.
Stephen is a transplant from Scotland who’s now been in NZ for almost a decade. Before leaving the UK he worked for an agency which specialised in design for the arts sector, making him a legitimate culture vulture.
Working as a senior designer he brings his 12 years of graphic design experience to provide interesting and award-wining graphics for clients like Westpac, Fairview, NZBus, and Harrison Grierson.
Stephen has really enjoyed his recent work on creating the NZBus ‘Bugbears’ – 10 anti-social, anthropomorphic bears who star in a public transport etiquette campaign.
With Jay's degree in Graphic Design, she’s passionate about delivering well-crafted design projects and beautiful typography. Jay has previously worked with clients like Buckley Systems, Triumph Capital and Amnesty International NZ, and now works on St George
James Powell a senior designer has 13 years of varied design industry experience in brand identity development, web design, print, and packaging. Recognised in local and international design awards, James loves crafting the details, pushing to break the norm, and creating the unexpected.
Sunita Ramsey is our Finance Executive. Before joining us in 2017, Sunita tallied up over 12 years of experience in finance – crunching numbers and keeping the books balanced as a finance executive in New Zealand. Her background is broad in the best sense of the word, and from construction through to floristry she’s helped businesses keep their finances on track. She’s even successfully run her own small business. We reckon it’s that kind of knowledge and experience that really adds up.
Britta has spent the last 6 years project managing strategy, design and digital projects for some of New Zealand’s largest businesses including Spark, Fletcher Building, Auckland Council, the Tupuna Maunga o Tamaki Makaurau Authority and Yealands Wine Group.
She has experience in internal comms and branding, working closely with all of the stakeholders, from marketing managers to those on the front line, to ensure every deliverable has maximum impact and reach.
Britta has spent the last few years focusing on digital projects, helping clients transition into the digital world while still maintaining brand integrity. She loves figuring out new ways to work efficiently and deliver high value work that meets the brief but also offers a little bit of surprise and delight.
Scott is a Scotsman, who lives in New Zealand after a long spell in Sydney. During this time, he rebranded the Royal New Zealand Air Force, The Open Polytechnic, and launched the Kiwibank brand.
Scott works locally and internationally creating distinctive brand voices for major brands such as Philips, IKEA, Toyota, National Australia Bank, Fonterra, FOXTEL, Bonds, Subaru, Westpac NZ, University of New South Wales, Stoneleigh and Brancott wines. Scott is a proud All Blacks supporter (especially given Scotland haven’t won much since 1999).
Sandy formulates strategy, inspires and motivates our design teams and ensures that our clients make the most of our creative thinking. He has helped create smart branding solutions for many of our clients, including APEC, Blake Dawson/Ashurst, Clayton Utz, Esanda (ANZ Bank), Life Without Barriers, National Australia Bank, University of Tasmania and Telstra.
After joining The Partners in London he established their Sydney office in 1999. In 2002 he brought his team across to Principals. His brand-consulting experience includes working for Addison in the UK where he ran major strategy and identity projects for clients such as the Royal Bank of Scotland, British Steel, Grant Thornton and Credit Agricole.
On the client side he was global corporate communications manager for Hartstone and corporate communications manager for Bestobell plc.
Tom has spent over thirty years in branding and communications across the UK, Europe and Australia, working on a variety of consumer and B2B brands in sectors as diverse as financial services, government, automotive and media. He’s been at Principals since 1998, managing the business and driving the opening of offices in Melbourne and Auckland and the acquisition of XXVI, the language arm of Principals.
Tom’s background was initially in advertising in London, joining the graduate training programme at JWT. He then spent 10 years at DMB&B in London, across Europe and finally with their Sydney office (Weekes Morris Osborn), before joining Principals
In addition, Tom has also served on the boards of a number of companies in retail, health, education and community support.
Wayde is a founding partner of Principals. As head of our strategic planning team he has led vision projects for leading brands including Coles Myer, National Australia Bank and Toyota. He has also developed international brand strategies for clients such as Austrade, Lion Nathan and Telstra.
Before co-founding Principals, Wayde was Planning Director at George Patterson in Sydney. Earlier still, he was a planning head at Young & Rubicam in London and New York. He started out as a market researcher with Kodak in New Zealand.
Simon is responsible for setting the creative standards of large brand identity projects. During his more than 20 years' design and branding experience he has worked on many high profile clients spanning a diverse range of agendas, geographies and sectors.
These clients include Argos, Aston Villa Football Club, British Airways, the British Heart Foundation, Cable and Wireless, Comic Relief, Egg (internet bank), Maersk, Norgren, Trust Investment Bank and Waterstones.
The opportunity to work for a leading Australian agency in a sunny city drew Simon to Principals from his role as creative director of Interbrand London. Over the years Simon has won various awards, including D&AD, Design Effectiveness, Creative Circle, New York Festival and Design Week.
Claire helps clients understand their brand and guides them through times of change. She has been doing this for over 12 years in senior consultancy and in-house roles.
Since joining Principals in 2007 she has worked with clients such as Blake Dawson, QBE, Subaru, NZ Telecom and Harrison Grierson. Her past clients include Astra Zeneca, BAe, BBC, British Design Council, SmithKlineBeecham, Tesco and Woolwich. She has a BA(Hons) in History and an Advanced Certificate in Marketing.
Debbie has been working at the interface between commerce, culture and creativity for over 15 years. With a background in brand strategy, a degree in psychology, and experience in Design Thinking, she’s skilled in balancing business ambition with customer experience. Debbie has been working across NZ and Australia with well loved brands such as Coca-Cola, Griffin’s, Johnson & Johnson, Kimberly-Clark, Masterpet, Metcash and Woolworths. While in the UK, she worked with the likes of BBC, Commercial Bank of Qatar, Global Radio, HSBC, Tate Galleries, Tesco, Universal Music, and the University of Kent.