Blue Yonder Hires Schofield to Lead Qualitative Offer

In the UK, Leeds-based full-service agency Blue Yonder has appointed Karen Schofield to lead a 'refreshed' Qualitative offer next year, taking over from Sara James, who will be taking maternity leave in 2021.

Blue Yonder's core agency includes R&D insight specialist Sense:lab, and comms specialist Brand:lab; and an in-house tech incubator team, which invests company profits in creating insight tech for the core agency. The company won Break Through Business of the year at this year's MRS awards.

Schofield began her career with Join The Dots, where she worked for more than twelve years - initially in the UK, and for the last three years leading the Singapore office. During her time with the company, she also served as Innovations Director, heading the team developing, testing and rolling out new approaches and technologies. More recently, she served as UK & Ireland Insight and Planning lead at The Kellogg Company.

In her new position, Schofield will lead the specialist Qualitative unit, with an initial focus on developing Blue Yonder's tool kit and team. MD Richard Heath comments: 'Since our first meeting, when Karen was running Join The Dots in Asia, I've been impressed with her positivity, natural inclination to innovate, and overall focus on impact for clients from insight. Karen's experience as a qualitative leader, team leader and client-side researcher are going to be invaluable as we continue to grow. I know our clients are going to love working with her'.

Web site: www.blueyonder.agency .