Manchester-based brand-led design and digital agency BGN has appointed a new Head of Strategy as it looks to sharpen its focus on cultural insight and future forecasting.
Kim Rayworth joins from Verve, where she most recently held the position of Head of Culture and Futures. She joined the agency in 2022, launching and leading its dedicated semiotics offering – a move that helped Verve scoop the MRS Virginia Valentine Award for its work with BBC Studios.
Her previous roles include senior strategic positions at InSites Consulting and Join the Dots, with a client portfolio that spans major global brands including P&G, William Grant & Sons, Estée Lauder, and Swarovski.
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At BGN, she’ll be responsible for leading and evolving the agency’s brand strategy services, with a particular emphasis on semiotics, cultural analysis and forecasting.
Kim 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.
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“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.”
Antonio Giansante, Managing Director and Founder of BGN, said: “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.”
