Manchester-based design agency BGN has named Kim Rayworth as its new head of strategy.

As part of her new responsibilities, Rayworth will lead and develop the agency’s brand strategy service.

She joined the firm from Verve, where she launched its semiotics offering. The agency won the MRS Virginia Valentine award for its work with BBC Studios.

Subscribe to Marketing Beat for free

Sign up here to get the latest agency-related news sent straight to your inbox each morning

She said: “There’s a huge opportunity in brand strategy to get better at understanding the culture around us, so brands can get better at meaningfully contributing to it.  In the industry, when every agency has access to the same references, it’s crucial we dig deeper and use more sophisticated research methods to find deep human and cultural stories.

“Then, it’s about translating those stories into truly distinctive, emotive and culturally sensitive design. Kim added: “I believe this is crucial, especially at a time where brands and branded content is adding to the unruly sea of content around us. Brands should be more than content.”

Rayworth also held positions at InSites Consulting and Join the Dots. She has worked with clients such as P&G, William Grant & Sons, Estee Lauder, and Swarovski. 

Antonio Giansante, MD and founder, added: “We are really excited to welcome Kim to BGN. Her insights, strategic approach and extensive experience across many sectors and disciplines are set to help us deliver even bigger ideas, smash our future ambitions and elevate our creative prowess.”