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Cult drives North America expansion with three new hires

By Olivia Atkins | Branded Content Writer

February 28, 2020 | 3 min read

Cult, known to be one of the world’s fastest growing independent creative agencies, has welcomed three new employees to its Brooklyn office. Jincey Lumpkin joins as associate creative director, while Brian P Kelly and Coco Kimelman have come on board as a senior strategist and producer respectively.

Lumpkin is a industry recognised thought leader on women and culture. She has given talks at Harvard, TEDx and various summits devoted to business and creativity, and penned long-running columns for Huffington Post and The Advocate.

Out Magazine even listed Jincey in its "OUT 100", naming her as one of the world's most influential gay people. Prior to this appointment, she was the global director of brand content at ELEMIS. She also has experience working with the following clients: Pepsi, Hanes, Maidenform, Benefit Cosmetics and VH1, and penned commercials for RuPaul’s Drag Race. At Cult, Jincey's role as associate creative director of the NYC office will require her to lead the creative team and service all of the agency's US clients. She will also work across the business globally and will report in to Cult’s executive creative director, Matt Watson.

Brian P Kelly is a data and insight-driven strategist, with a strong branding and social media background and beauty experience, working for brands like Revlon, Estee Lauder, ColourPop and MAC. Kelly is passionate about the beauty and fashion worlds and has worked on NY Fashion Week and campaigns for Vogue.

He looks for the connection between consumer behaviour, cultural trends and brands to identify actionable insights that will drive the performance of a campaign. At Cult, Kelly will report into the agency's head of strategy, Charlotte Bunyan.

Coco Kimelman has signed up to become a permanent part of the team, after freelancing regularly with the agency last year. As a seasoned producer in the digital and commercial space, Kimelman specialises in high-end beauty and fashion and has produced for the following brands: Versace, Gucci, Missoni and Stella McCartney, as well as fashion photographers and directors that include Glen Luchford, Alasdair McLellan, Harley Weir and Lachlan Bailey. She will report into senior producer, Alec Glasgall.

Cult launched its New York studio in 2018, which now has over 40 staff members and boasts an annual turnover of $6.8m (£5.5m). The agency is planning to open another studio in LA next year following a series of West Coast new business wins.

Cult’s co-founder and chief strategy officer, Bridey Lipscombe, says: “Jincey, Brian and Coco are the next generation of industry minds, they represent the cream of our industry’s emerging talent. We are thrilled they have joined Cult’s North America front line team driving our expansion both in New York and LA.

"Cult only works with people that are willing to embrace the unknown. Their fearless bravery and lateral approach will ensure Cult continues to deliver market-defining creative campaigns and services which will be fundamental to our growth."

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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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