Agency roundup: Principles; Propaganda; Tomoro; and more

Leeds-based brand communications agency, Principles, has further expanded its team.

Sophie Fryett has joined as social media manager. She makes a return to agency life after running her own consultancy since 2021, having previously worked both agency and client side.

Conor McNulty has joined as business development manager from 26, taking responsibility for introducing Principles’ Unforgettable Brands framework to more everyday brands.

Mike Hackett, Principles managing director, said: “Both new and existing clients are responding well to our Unforgettable Brands framework and it’s showing; with new brands coming onboard whilst current clients are expanding their remit.

“Having the right team is number one priority when we’re looking to achieve the big plans we’ve laid out for the coming years.

“Both Sophie and Conor impressed from the start with their passion, competence, and curiosity, which is exactly what we’re looking for.”


Brand and creative consultancy Propaganda has been appointed by PowerSheds to define and execute its brand growth strategy.

The Leeds-based consultancy has been commissioned by the outdoor buildings manufacturer to deliver a six-figure brand launch and implementation plan.

The team at PowerSheds sought out the expertise of Propaganda, having seen its work both within the outdoor buildings sector, and for BSW Group – the UK’s largest integrated forestry group – which took a 50% stake in PowerSheds in 2022.

PowerSheds emerged as a direct-to-consumer start-up in 2019 with a mission to upend the shed sector.

Having ridden the unprecedented demand for garden home improvements during and after the pandemic, it became a disruptor in an industry often seen as stagnant and conventional.

Craig Harrold, managing director at Propaganda, said: “PowerSheds has enjoyed phenomenal growth in their formative years, however in a much tighter and competitive post-Covid market, Brand Discovery™ has defined its positioning and the opportunity to take the brand to the next level.’’

Jack Sutcliffe, CEO at PowerSheds, said: “When it came to choosing a strategic and creative brand partner, the results simply spoke for themselves.

“We knew of the transformative work they’d previously delivered within our sector and saw how Propaganda were instrumental in the success of the BSW Group, so knew they were the right partner for us.

“We can’t wait to get to work alongside the Propaganda team as we put the strategy into action.”


Tomoro Agency, which specialises in brand growth and digital marketing, has added ESP Play and QUEST Electrical to its client roster.

The Leeds-based agency has been selected to spearhead paid media and SEO strategies for both brands.

ESP Play, a provider of playground equipment and outdoor learning solutions, has entrusted Tomoro with the task of enhancing its online visibility and driving qualified traffic to its website

Philip Crampton, digital director at the agency, said: “We are thrilled to welcome ESP Play into the Tomoro family and embark on this exciting journey together.

“Our team is passionate about crafting innovative digital strategies that drive continuous improvement, and we are committed to leveraging our expertise to elevate ESP Play’s online presence and amplify its message.” 

The agency’s mandate with ESP Play includes development and execution of comprehensive paid media campaigns across multiple platforms, as well as the implementation of targeted SEO strategies to improve organic visibility and drive quality leads to the website.

By combining creativity, data-driven insights, and industry expertise, Tomoro aims to position ESP Play as the frontrunner in the competitive playground equipment market. 

Andrew Wood, managing director at ESP Play, said: “We are dedicated to empowering schools and communities with innovative play solutions that foster learning and development.

“We are confident Tomoro’s strategic approach to digital marketing will help us achieve our growth objectives and connect with our audience in new and meaningful ways.”


Global fashion retailer, size?, has gone live with a motion graphics commission at its newly-launched Paris flagship store, created by digital production agency, Northern Artillery.

Established in 2000, size? is a streetwear brand which represents a community connected by fashion, music, sport and art.

The retailer sells footwear, apparel and accessories across the globe and has grown to include a roster of exclusive product releases – including collaborations with Nike, adidas Originals, New Balance and The North Face.

Briefed to create an engaging animation piece focusing on the Nike brand and the new store’s Parisian setting, Northern Artillery’s work features on the largest screen display anywhere in the size? retail store network.

Fiona Dollan, director at Leeds-based Northern Artillery, said: “Creating a bespoke animation for the opening of a new flagship retail store in Paris was a real privilege for our team, one they truly relished.

“It’s an incredible buzz to see something we’ve created from scratch displayed in a prime retail location within one of the world’s most iconic cities for fashion.”

“The chance to collaborate with Nike and size? is not something that happens very often in this industry, yet it’s just another example of how we’re bringing forward opportunities to work on projects for household-name brands.

“We set our sights high; adding both size? and Nike to a collective that already includes the likes of adidas, Tesla and INKEY demonstrates that we’re working at a very serious level.”

Mari Edwards, head Of brand at size?, added: “Northern Artillery is a business that we’re most impressed with, they made the process of creating this prominent animation piece a walk in the park.

“A key marketing tool that welcomes customers to our new Paris store, has been a success from start to finish.

“We are thrilled with the result, especially the level of creativity and technical aptitude exhibited in their work.”