IMA B2B boosts creative leadership; appoints award-winning creative Simon Gaffney as Creative Director

Independent marketing consultancy, IMA B2B, has appointed acclaimed creative, Simon Gaffney, to the role of Creative Director, in a move that reinforces the agency’s commitment to deliver cutting-edge strategy and creative for ambitious B2B brands.

Gaffney’s appointment marks a significant milestone for the agency, as it continues to expand its capabilities and impact in the complex landscape of B2B marketing. In his new role, Gaffney will lead the creative direction across IMA’s client portfolio, helping brands sharpen their messaging, connect with audiences, and drive action across every touchpoint. His remit includes deepening the agency’s creative strategy offering and championing bold, commercially focused ideas that deliver long-term brand growth.

Jake Cush, Chief Commercial Officer, IMA B2B, said: “IMA has been helping B2B brands succeed for over 25 years, and that kind of longevity doesn’t happen by accident. It’s about hiring the right people, working hard, thinking big, and always finding new ways to solve business problems creatively.

“Simon brings that rare mix of strategy, storytelling and energy that makes great work happen. His appointment adds firepower to our creative team and strengthens our commitment to delivering first-class thinking for B2B brands.”

An award-winning creative with global credentials, Gaffney brings a wealth of experience across storytelling, strategic thinking and campaign development to IMA. His career includes leadership roles on major accounts such as British Airways, Guinness, MasterCard, Toyota, Qantas, R.M. Williams and the Big Four banks. He is a Cannes Gold Lion winner and has also received Effie, ADMA and Caples Awards for work that blends creativity with commercial effectiveness.

Simon Gaffney, newly appointed Creative Director, said: “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. 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.”

Gaffney will also mentor IMA’s growing internal team of designers and writers, bringing fresh thinking and copy expertise to the agency’s creative culture.

His appointment comes as the agency builds on a period of strong momentum, following the promotions of Jake Cush, Laura Tesluk and Tamika Savage into key leadership roles, and the acquisition of Proof Communications earlier this year to bolster its tender, awards and copywriting offering.

Gaffney commences immediately.