Branding agency Principals has refreshed its leadership team as part of a broader succession plan, promoting long-serving executives Tui Horo and Natalie Kules into newly elevated roles.
The leadership changes come as the 31-year-old agency prepares for a period of transition, following Hamish Cargill’s elevation to CEO and the appointment of founder Tom Brigstocke as chairman ahead of his retirement in December.
Horo has been promoted to chief operations officer, taking responsibility across people and operations, while Kules steps into the chief financial officer role.
The appointments bring two long-standing Principals executives into the agency’s senior management team. Horo has spent 18 years at Principals, holding roles including account director, head of account management and, most recently, group operations director.
Kules has been with the agency for six years, previously serving as group finance director.
Horo said the move marked an opportunity to help shape the next chapter of the business after almost two decades with the agency.
“Having worked with Principals through so much change, it’s exciting to now have the opportunity to help drive what comes next. I know the business deeply, I believe strongly in where we’re heading, and I’m thrilled to be shaping that future,” Horo said.
Kules said her focus would be on ensuring the agency’s commercial performance supported its creative ambitions.
“I’m looking forward to working with the leadership team to ensure our commercial health matches our creative vision and enable the agency’s creative ambition for smart business growth,” Kules said.
The refreshed management team also includes chief strategy officer Tim Riches, strategy director and founder Wayde Bull and executive creative director Simon Wright.
Cargill said the changes were designed to provide continuity while bringing renewed energy to the agency as the industry continues to evolve.
“At a time of great change for our business and the industry, leadership continuity is important. We also need a team that’s energised to take advantage of the opportunities ahead,” Cargill said.
“Tui and Natalie know the industry, they know our business, and they have the trust and respect of our people. With their addition to the management team, we have an equal focus on our clients, our evolving offer, our team and our commercials.
“There’s an incredible sense of determination to build on the legacy Principals has developed over 31 years.”
