Branding agency Principals has appointed Elmira Gaynullina to the role of insights consultant.
Gaynullina joins the agency from the Lab Insight & Strategy where she was a strategy consultant. Prior to that, she worked for Ipsos and GfK in Australia and London.
In May, Principals established a dedicated insights division, headed up by Mary Winter. The division seeks to underpin the agency’s branding and strategy work as well as informing the AlphaLab arm as it prototypes products and services for clients.
Gaynullina’s appointment is part of an expansion of the insights offering and she comes to the role with experience across categories including higher education, FMCG, telco, healthcare, banking, automotive and pharmaceutical.
Winter said: “Insights have never been more important than during this dynamic time of change and Elmira will help us to further strengthen our ability to deliver insight-led brand strategy, design and experience projects. With experience in behavioural economics and high-level project management skills, she makes an excellent addition to the team and the wider business.”
Gaynullina added: “This is a truly fascinating time to be in the business of insights. I’m looking forward to working with Mary, the Principals team and the agency’s intriguing list of clients as we all come to terms with the new normal.
