Principles, a leading brand communications agency in Leeds, announces a new senior creative hire in Nasos Raptis, who returns to Principles as senior creative.

Nasos rejoins from Harrogate’s The Lift Agency, after spending three years leading on creatively driven advertising campaigns for household names including Red Bull, Arsenal and Mercedes F1.

Having previously spent three years at Principles, Nasos’ return marks the third member of the team to have ‘boomeranged’ back to the agency.

Other boomerang employees include account director Jorden Sweet, who returned in 2024, after 12 months at brand and shopper agency FPP, and the agency’s strategy director, Ben Norman who rejoined the company in 2023.

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Agency owner, Mike Hackett, said: “I’m so pleased to welcome Nasos back to the Principles family, it’s the highest compliment when talented creatives choose to come back and continue their career with us.

“I’m proud of our team retention rate right now, only one person has left us in the past year, which is a 5% turnover – a far cry from the ad industry’s 24% average [according to IPA data]. Our culture has always been built on trust and transparency, and we’re proud to offer a working environment where people want to stay – and come back to.”

One key feature that could keep former staff coming back for more is Principles’ shift to a four-day working week for staff, implemented in 2023, which Hackett concedes is a big draw: “It’s been two years since we implemented our ‘four for five’ policy – a four-day working week, to maximise the work/life balance of the entire team. The numbers speak for themselves.”

In tandem with its shift to a four-day week, Principles Agency has reported record business performance over the past two years, with senior hires forming a key part of its strategic approach to achieving its ambitious five-year growth targets moving forwards.

Principles is one of Leeds’ long-standing marketing agencies, in business for around four decades. Key clients, past and present include Velcro Companies, Lyons Coffee, Kingfisher Direct and Masons Yorkshire Gin.