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Cult signs author and forecaster Lucie Greene to launch Cult Futures initiative

By The Drum Network | Staff Writer

February 6, 2020 | 3 min read

Independent creative agency Cult has signed an exclusive collaboration with Lucie Greene, the award-winning forecaster, author, and strategist. In the first exclusive deal of its kind, Lucie, who has spent over a decade consulting for the world’s most influential Fortune 500 brands, will help create a series of future focussed research pieces for the agency.

Research will fuel Cult Futures, their new in-house incubation program. Greene, Cult’s second biggest investment in their strategic department in as many months, will work closely with the agency CSO and co-founder Bridey Lipscombe, and new head of strategy, Charlotte Bunyan. She will also collaborate closely with the wider team and work from Cult’s New York office one day a week, bringing research to life for clients through engaging multi-media formats.

Greene's debut book 'Silicon States: The Power and Politics of Big Tech and What it Means For Our Future', won the 2018 800-CEO-READ Business Book of the Year in Current Events and Public Affairs award. She was previously global director of JWTIntelligence at J. Walter Thompson.

In 2012 Bridey Lipscombe and Cat Turner independently founded the creative agency Cult, with the intent to deliver strategically led creative social campaigns for brands specialising in beauty, fashion and luxury. Cult Futures, the agency arm that leverages proprietary data to develop their own IP, is Lipscombe’s brainchild. In 2020, under her charge, Cult Futures will nurture products, insight and emerging talent on-site in their studios in London and NYC. Greene’s first Cult Futures instalment will drop in March 2020.

Lipscombe said: "Cult Futures shall manifest ‘embracing the unknown’ through a series of high-profile collaborations and partnerships. A key strand of this activity will be our partnership with Lucie to develop stand-out thought leading content that resonates with 21st Century marketers and business leaders. We shall be shining a light into the chaotic and shape-shifting world of our creative and media landscape."

Greene explained: "There's something really exciting about the idea of connecting original forecasting research and insight, directly into creative development and innovation. From the moment I met Cat and Bridey, I was inspired by their bravery in pushing boundaries of what they do - and using a pioneering initiative to explore what's next in creative media."

Lipscombe and Turner have just celebrated seven years of the agency, during which time the agency has created numerous award-winning campaigns for American Eagle, Rimmel, Sally Hansen, Agent Provocateur, Pepsi-Lipton International and Marc Jacobs.

Cult launched a New York studio in 2018, a global production house in 2019, and now have over 40 staff and an annual turnover of $6.8m (£5.5m). Next year the agency has eyes on a further studio in LA and is looking to expand their New York office following a series of West Coast new business wins.

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Cult's ideas and insight take some of the world’s biggest beauty, fashion, luxury and wellness brands beyond their comfort zone to drive tangible business value. Founded in London in 2012 by Bridey Lipscombe and Cat Turner, we launched a New York studio in 2018, a global production house in 2019, and now have over 40 staff and an annual turnover of $8m.

Our innovative campaigns deliver authority, personality and relevance for our clients, be they legacy brands or start-ups. New business wins in 2019 included ELEMIS, Burberry, ghd, Rodan + Fields, Kopari and Pepsi-Lipton International’s latest plant powered energy drink YULA. Existing clients Sally Hansen, dunhill and Coty also extended our creative remit. Cult have worked with icons including Beyoncé, Katy Perry, Vivienne Westwood and Lady Gaga, while also recently being the first agency to develop a social drop-model for Marc Jacobs, which generated a sales uplift of over 250%.

The business’ R&D arm launched Mindscape, a mental health voice app for Amazon Alexa and Google Home, in conjunction with charity Mind. The app received critical acclaim and Mindscape 2.0 will be launched later in the year. Cult have recently appointed a new Head of Strategy, Charlotte Bunyan, their first Communications Director, Hugo Eyre-Varnier and signed award-winning futurist author Lucie Greene to collaborate on Cult Futures, their new insight and incubation program.

Clients include :

M.A.C Cosmetics, ELEMIS, Nike, Burberry, Sally Hansen, GHD, Kopari, Rodan + Fields, Amazon Fashion, Pepsico, Umbro, St. Tropez, Revlon Professional, FarFetch, Sarah Jessica Parker Fragrances, Agent Provocateur, Royal Salute, Kurt Geiger, Tod's

Awards include :

2018: Shortlisted Campaign's Independent Agency of the Year, The Drum Independent Agency of the Year Top 100 2017: The Drum Network Social Media Agency of the Year 2016: Brand Republic Agency of the Year 2015: BIMA Hot 100 (Agency Co-Founder Listed), Digital Mavericks, Top 10 (Both Agency Co-Founders listed) Clio Image Awards, Experiential (winner)

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