About Principles Agency
What is Principles Agency?
Principles is an independent, full-service marketing and brand communications agency that has been creating, activating and building brands since 1986. From the services page: "we've been helping brands come to mind quicker and stay there longer." Over nearly four decades the agency has built insight-led marketing strategies for a multitude of high-profile UK clients including the NHS, West Yorkshire Combined Authority, Ronseal, Valspar, Lyons, Seabrook Crisps and Ideal Heating.
The agency's service framework — "The Principles of Unforgettable Brands" — spans three streams: Brand Creation (strategy, design and language), Brand Activation (shopper communications, performance marketing and brand experience) and Brand Building (campaigns and content marketing). The team has specialisms in brand communications, digital marketing and consumer insight.
Where will I work?
Principles is based at White Rose House, 8 Otley Rd, Headingley, Leeds, LS6 2AD. The agency is not fully remote: at the time the four-day week was announced (April 2022) the team chose to keep an office-first culture, with Director Mike Hackett explaining: "We do not want to sacrifice the fantastic culture we've built at Principles with fully remote working. In our sector, we believe that collaboration and effective communication is the key to facilitating creativity and excellent work."
What is the Principles team like?
The agency self-describes as "everything you expect from a switched-on agency, only friendlier and more down-to-earth. We're honest without being blunt. Simple without being stupid. Confident without being cocky. We listen and learn before we dive in."
The team comprised 20 staff at the time of the 2022 four-day-week announcement and has continued to grow. Director Mike Hackett: "Our people are our greatest asset and we've been listening to their feedback over the last eighteen months… Staff wellbeing and job satisfaction is of utmost importance to us." Specialisms span client services, creative, and digital marketing, from junior marketing executives to art director level.
Work-Life Balance
Principles moved to a 4-day working week on 1st April 2022, with founder's motto "a fuller life, not a fuller week, for all of our team." From the verbatim announcement: "Staff will work a combination of Monday to Thursdays and Tuesdays to Fridays from 9am to 5.30pm, resulting in a 30 hour week for everyone." Pay is unchanged: "everyone enjoying more time off work without sacrificing their pay." The staggered Mon-Thu / Tue-Fri rota keeps the agency reachable five days a week while every individual works four.
Director Mike Hackett: "Our main driver behind the four day week is to future proof our business and create a better place to work, as well as an excellent work-life balance for all our people. We believe the new way of working will allow Principles to attract and retain the best talent in the industry, as well as boost creativity and outputs for clients."
Perks and Benefits
From the agency's own 4-day-week announcement (primary source):
- 4-day week, 30 hours, full pay — permanent since 1st April 2022
- Staggered four-day rota — staff choose either Monday-to-Thursday or Tuesday-to-Friday, 9am-5.30pm
- Three-day weekend every week — "a day for personal growth, every week"
- Office-first culture in Headingley, Leeds (LS6) — kept deliberately to preserve creative collaboration
- Founder's mission: "Our people are our greatest asset"