We are a global brand and implementation consultancy, enacting real change for companies around the world.

Principle. Helping brands drive change and create business growth

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A unique set of capabilities to drive growth

We help brands stay relevant, stand out, build advocacy, and gain an edge through strategic, well-managed implementation.

Principle Intelligence ›

Principle Creative ›

Principle Management Office ›

Principle Implementation ›

Principle Intelligence

Steering towards success.
Our brand and business consultancy helps companies develop strategies and platforms for growth.

Brand strategy
Brand development and management
Portfolio strategy and architecture
Employee engagement and culture
Future proofing and innovation

Discover more about Principle Intelligence ›

Principle Creative

Creating experiences through design.
Our creative studio crafts powerful brand identities and experiences through purposeful design.

Corporate identity
Customer journey and service design
Brand experience
Environments
Creative design

Discover more about Principle Creative ›

Principle Management Office

Driving brand transformation.
Principle Management Office drives brand transformation efficiently and effectively, with a brand-led approach to PMO.

Programme mobilisation
Programme management
Sourcing
Benchmarks and budgets

Discover more about Principle Management Office ›

Principle Implementation

Turning ideas into reality.
Our implementation specialists make ideas real by executing brand change at speed and scale, anywhere in the world.

Technical product development
Site-based services
Manufacture and supply of environmental components

Discover more about Principle Implementation ›

The people
behind Principle

Our leaders are connected by an entrepreneurial spirit, and commitment to creating positive impact.

Richard Butterfield→

Founder and Chairman

As Founder of Principle, Richard now guides the leadership board in delivering ambitious strategic goals centered on business innovation and geographical expansion.

Richard began his career in sales and programme management, making him a passionate ambassador for Principle’s customer service-focused DNA. He also ensures that our culture remains entrepreneurial, innovative, and dynamic as the business grows.

Jason Greenwood→

Global CFO

Jason is responsible for Principle’s global finance functions, centralising processes, managing teams around the world, and developing robust financial growth journeys for the business. He brings a valuable global perspective, financial governance and wealth of knowledge to the role from his previous executive experience.

Michele Bonello→

CEO, Europe

From Principle’s regional base in Milan, Michele leads our European business operations. With over 30 years’ experience in the industry, and a passion for global enterprise, we continue to see significant client growth and talent strength within this area of the group under his leadership.

Michele has a wealth of experience across a number of sectors that Principle services, including automotive, telco and financial services.

Coleen Cahill→

Chief Growth Officer

Coleen is integral to Principle’s global growth plans, connecting the breadth of our capabilities around the needs of our clients. She brings extensive brand and marketing experience to her role, having led global teams and client partnerships across a variety of sectors from technology and telecom to financial services and FMCG.

An advocate of defining a problem simply as the first step to finding an actionable solution, Coleen brings this perspective to both Principle and our client partners.

Mark Deuschle→

Global Board Director

Mark brings extensive knowledge about complex programmes and commercial finances to his role on the global Board. Previously, COO in the Americas, he has driven business success and sales growth in the US and region for over a decade. His understanding of what it takes to deliver work to scope is paired with a sharp eye on value. This has made Mark instrumental to our clients, our core lines of business, and global governance.

Andy Dykstra→

CEO, Americas

Andy leads our business operations in the Americas, overseeing our regional bases in the US and Mexico. With over 30 years’ experience as a leader, Andy has a track record of leading diverse teams, driving growth, and delivering results for clients across a range of industries.

Andy has deep expertise in brand experience and transformation, and is passionate about building brands that move people and businesses ahead.

Cristian Delledonne→

COO, Europe

Cristian brings over 20 years’ experience of brand implementation across Europe to his role. His knowledge of operational project delivery, process build for complex requirements, and people management skills make him a powerful operational lead.

Cristian works closely with other regional leads on global programmes, and champions the development of talent across our group to ensure that we are continuously building toward the future.

Mike Taylor→

Director, Principle Management Office

As a leader within the Principle Management Office, Mike mobilises global programmes of work across multiple sectors and is adept at creating practical and deliverable solutions for clients.

His strength lies in brand governance and delivering solutions that help our clients to drive efficiency across their networks while engaging across multiple stakeholder groups.

Mike’s background is in programme management, including global retail corporate identity rollout programmes for clients such as General Motors, Jaguar Land Rover, Microsoft, and Nokia to name a few.

Nick Griffin→

Managing Director, MEAI and APAC

Based in Dubai, Nick leads Principle operations in the Middle East, Africa, India and APAC. At his best with his sleeves rolled up, Nick is adept at helping clients solve complicated problems at any level, drawing on his experience as a designer, business leader and tech entrepreneur.

Nick has lived and worked all over the world consulting for leading global brands and start-ups alike. He believes in creating experiences that are rooted in a deep understanding of customer behaviour and brand.

Our Offices

Americas
Knoxville
Atlanta
New York
Mexico City
Rio De Janeiro

UK & Europe
Huddersfield
London
Copenhagen
Istanbul
Madrid
Milan
Munich
Paris
Vienna
Warsaw

Middle East & Africa
Dubai
Cape Town

Asia Pacific
Brisbane
Mumbai
Seoul
Shanghai
Singapore
Tokyo