BGN - the Manchester-based brand-led design and digital agency - has grown its senior leadership team following the appointment of Louise Kennedy as its new head of strategy.

Louise has joined the business from Brandon Consultants where she worked for four years. Prior to that she held in-house insight and strategic planning roles for 20 years including at Kellogg's, Kerry Foods and MyTravel. Her new role at BGN will see her direct all elements of strategic thinking and planning across the agency's diverse client roster which includes Slumberdown, Victoria Leeds, Burgess Excel, Total Fitness and Rustlers.

A big focus of her work will be on aligning the creative process with strategy. The dual aims are to make BGN's work stronger and to help its clients unlock distinct and relevant brand strategies. Louise will be working closely with Antonio Giansante, managing director; Paul Baily, client services director; and Dave Newton, creative director.

Louise said:

"I was keen to join BGN as they have strong growth ambitions which is an exciting prospect. It was also obvious that Paul, David and Antonio value the role strategy can play in the creative process. I have spent much of my career working in B2C FMCG categories so I'm now enjoying the challenge of drawing on my experience and implementing it in a new, dynamic agency environment."

Antonio Giansante, MD and founder, added:

"Louise has an amazing track record and brings with her a wealth of experience that will both complement our existing services and add commercial value to our clients. Her arrival couldn't have come at a better time as we are on a strong growth trajectory and continue to ramp up our capabilities, innovate and deliver the best work possible."

The agency has also appointed Kate Bermingham as its business development director. She has also joined on a consultancy part-time basis from Brandon Consultants where she worked for three and a half years. During that time she helped to grow the business by securing a number of high profile clients. Her remit is to further expand BGN's client base and to increase awareness of its core services which include strategy, visual identity design, building bespoke websites, designing standout packaging, creating engaging multi-channel campaigns as well as delivering video and motion projects and advising on creative ways to use print as a medium.