Winter Named Insights Director of Principals

In Australia, branding consultancy Principals has appointed Mary Winter as Insights Director, working on client projects across the firm's three offices in Melbourne, Sydney and Auckland.

Principals offers a range of services to support brand strategy and brand identity initiatives for B2B and B2C clients. These include the 'Brand Alpha' solution, which helps measure the 'authentic leadership qualities' of brands, developed through qual and quant studies; and Alpha Lab, which provides a platform for testing and validating ideas with a combination of customer research, co-designing and prototype development for the delivery of new products, services and customer experiences.

Winter (pictured) joins with a 25-year background in research. Most recently, she was Research and Strategy Director at brand consultancy Push Collective, prior to which she held senior roles at GfK, Ruby Cha Cha, EY and STW Group (now WPP Aunz). In her new position, her work will also complement the Alpha Lab.

Group Strategy Director Tim Riches comments; 'Insights play a crucial role in developing robust brand strategy, human-centric brand identity and voice. Having the capability to do this in-house enables us to offer clients significant economies of time and effort as we integrate research and brand development - making processes faster and more robust. Mary's input in this will be invaluable'.

Web site: www.principals.com.au .