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News • September 18th, 2026
|As artificial intelligence (AI) continues to reshape the job market, many companies are using it as a reason to cut back on entry-level positions. However, Leeds-based Propaganda Brand Consultancy is taking a different approach. Recently, the agency announced the hiring of two new junior team members, demonstrating its commitment to nurturing emerging talent in a time when such roles are becoming increasingly scarce.
New Junior Hires
Propaganda has welcomed Joshua Hoyle and Frankie Gyde to its team, both of whom bring fresh perspectives and skills to the agency. Joshua joins as a Junior Designer after graduating from Liverpool John Moores University in 2024. Before his new role, he worked as a freelance designer while also managing Pollen Bakery in Manchester. At Propaganda, he will collaborate with the creative team on various design projects under the guidance of Creative Director Lee Bennett, who himself began his career at Propaganda as a fresh graduate 24 years ago.
Frankie Gyde steps in as a Strategy & Planning Executive, having recently completed her master’s degree at the University of Sheffield. Her analytical and inquisitive approach will be valuable as she works with the team on diverse briefs, guided by Tom Fowler, Director of Planning & Strategy. Both appointments reflect Propaganda's conscious decision to continue creating opportunities for those just starting their careers.
Investment in AI
While many agencies are reducing their investment in junior roles due to the rise of AI, Propaganda views technology differently. The agency sees AI as a crucial tool that can enhance knowledge and judgement rather than replace human talent. Earlier this year, Propaganda announced a significant six-figure investment in a proprietary AI platform that will leverage over 30 years of strategic insights developed by the agency.
Laura Kynaston, Managing Director at Propaganda, emphasised the importance of investing in talent:
“Investing in talent has always been a huge priority at Propaganda, and a quarter of our team have been with us for over a decade. AI is already changing the way businesses operate, and our industry should embrace that. But that doesn’t mean we can afford to stop investing in people. If anything, this risks agencies losing the very point of view that makes their work distinctive.”
The Importance of Emerging Talent
Propaganda's approach highlights a critical issue in today's job market. With AI advancing rapidly, many businesses are opting to streamline their operations, which often means cutting entry-level roles that are essential for nurturing new talent.
Kynaston pointed out that this trend can lead to a lack of innovative thinking:
“We’re already seeing more and more agencies churning out the same stuff, without the long-term strategic thinking or the unique perspective that makes great work stand out.”
By hiring junior members like Joshua and Frankie, Propaganda aims to maintain a diverse and innovative team. The agency believes that by providing young professionals with hands-on experience, mentorship, and collaboration, it can cultivate the next generation of leaders in the industry.
