True North has named Jen Yeardley as its new Strategy Director to “reinforce its commitment to provide a best-in-class strategy offer.”
Yeardley has more than 20 years experience in brand strategy, advertising and marketing communications, working with clients including Sainsbury’s, P&G and Cancer Research UK.
Previously Provocation and Strategy Director at Born Ugly (formerly Elmwood), she’s also held senior roles at JWT and Brahm.
“The types of challenges that True North attract really excite me. The focus is on moving people forwards. At the core, the approach seeks to change perceptions and become the catalyst for new or different behaviour. It’s both proactive and active, often bravely challenging what we know to create new ways to view things. It’s this kind of honesty and boldness that will help brands make a meaningful difference in the world,” she explained.
“I believe True North have something special to share with the world and I’m looking forward to honing the story and unlocking the full potential.”
In the new role, she will lead on the agency’s strategic output and oversee strategy development for clients.
“We’re really excited to have Jen onboard, she will bring a new perspective to the work we do. We’ve recently celebrated our 21st birthday and have ambitious plans for the next phase of business. Jen will be critical to that success,” added Ady Bibby, Managing Director.