Manchester-based agency BGN has bolstered its senior leadership team with the appointment of Louise Kennedy as its new head of strategy.

Joining from Brandon Consultants, Kennedy brings over two decade’s-worth of experience to BGN, having previously held insight and strategic planning positions at Kellogg’s, Kerry Foods and MyTravel.

In her new role, Kennedy has been tasked with overseeing all elements of strategic thinking and planning across the agency’s client portfolio, which includes Slumberdown, Victoria Leeds, Burgess Excel, Total Fitness and Rustlers.

“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,” Kennedy said.

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“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.”

Kennedy’s remit will be centred around aligning the creative process with strategy. She will work closely with managing director Antonio Giansante, client services director Paul Baily and creative director Dave Newton.

Giansante 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.”