IMA B2B has appointed award-winning creative Simon Gaffney as creative director, as the independent marketing consultancy continues to scale its strategic and creative offering for B2B clients.
Gaffney will lead creative direction across the agency’s client base, with a remit that includes enhancing creative strategy and championing ideas that fuse bold storytelling with commercial results. He will also mentor the agency’s design and writing teams, helping shape a stronger internal creative culture.
“Simon brings that rare mix of strategy, storytelling and energy that makes great work happen,” said Jake Cush, chief commercial officer, IMA B2B. “His appointment adds firepower to our creative team and strengthens our commitment to delivering first-class thinking for B2B brands.”
Gaffney’s career spans major agency and client-side roles, having led campaigns for British Airways, Guinness, MasterCard, Toyota, Qantas, R.M. Williams and the big four banks. He is a Cannes Gold Lion winner, with additional accolades from Effie, ADMA and Caples Awards.
“What drew me to IMA was their belief in the power of creative thinking to drive real business results, and the respect they have for the craft of B2B,” Gaffney said. “This team genuinely cares about the impact their work makes. It’s a space where strategy and creativity go hand in hand, and I’m excited to help shape what comes next.”
His appointment follows a period of growth for IMA B2B, including the promotions of Cush, Laura Tesluk and Tamika Savage into leadership roles, and the acquisition of Proof Communications to bolster its capabilities in tenders, awards and copywriting.