Following on from the merger of Leeds agencies Home and IMA last year, the new IMA-HOME agency has appointed recently named IPA city head for Leeds, Yorkshire and Humberside Alexandra Uprichard as MD.
Uprichard brings 24 years of experience across the advertising and marketing sector and will continue to build global growth across the agency as part of her new role. Uprichard will drive forward the agency’s connected global products and services, which unite the company’s global offices in Leeds, Manchester, London, New York, Gibraltar, Sydney, Amsterdam and Cape Town.
Uprichard said: “IMA-HOME is set to achieve double digit revenue growth in 2023, as well as notable global people expansion. As the new managing director, I look forward to driving forward this across our truly connected offering. Our cross-channel teams and diverse skillset across several offices allows us to collaborate with clients such as adidas, Dr Oetker, Hisense, Jet2, The INKEY List and many more. Ensuring they always have an experienced and expert team helping them to deliver real-world strategies and solutions built on their customer’s needs.”
Prior to her new IMA-HOME role, Uprichard was director of channel strategy within the agency and also has experience across sponsorships, partnerships and planning from previous roles including TV planner buyer, Viacom’s sponsorship and partnership director and as a founder of a fast-growing online parent community, which was later bought out by Emma’s Diary.
IMA-HOME was recently accreditted as a Great Place to Work, and among Uprichard’s priorities in her new role will be equality, diversity and inclusion, as well as recruiting at school leaver and apprentice level.
Seperately, Uprichard was recently revealed as the inaugural Institute of Practitioners in Advertising city head for Leeds, Yorkshire and Humberside and has pledged to ensure those working in the region are fairly represented and supported within the advertising and media industries.
She said: “The talent found in agencies is diverse and the new generations bringing in evolving skills need to be nurtured. It’s important to highlight how this is happening outside of London, by demonstrating how dynamic the North’s agency scene is and how fantastic the work coming out of the region is. Whilst IMA-HOME is a global agency, we are proud to have our roots firmly in the North and alongside other powerhouse agencies that deliver talented work across a range of clients and sectors.”
