Principles Agency in Leeds has promoted staff to the newly-created posts of new business development director and deputy creative director.

Account director Rebecca Nichells takes up the new business role and will work alongside the agency's senior management and client teams to "strategically develop the business".

Senior copywriter Simon Anderson becomes deputy creative director and will be responsible for "developing and aligning the agency's digital and creative services to the needs of clients".

Along with the promotions Principles has hired new staff to its account and brand strategy departments.

John Hebden joins as account manager from fellow Leeds agency the Whole Caboodle and he will help manage the agency's Ronseal, McCains, Sun Valley and Ultralase accounts.

Kay Barnes-Forster, formerly a programme co-ordinator at the Institute of Physics, has been hired as an account executive. She will work on accounts including JD Williams, Redcats and Hallmark.

And Michael Campbell takes up the role of planner in the agency's brand strategy team. He moves from the Dubit Agency and has previously worked for communications outfit Telstra in Australia and the Leeds Guide.

Mike Hackett, managing director of Principles, said: "These appointments form part of our plan to strategically grow the agency’s existing and new client business.”