Cult hires first communications director to launch dedicated comms division

In the new position, he will work alongside Cult’s co-founders CCO Cat Turner and CSO Bridey Lipscombe to launch a dedicated communications division.

Eyre-Varnier will work across the agency's global clients including Burberry, Rodan + Fields, Sally Hansen, ghd, dunhill and Pepsi-Lipton International’s latest plant powered energy drink, YULA. He will be based out of the agency's East London HQ, where he will work to drive Cult’s communications strategy and global profile and sit on the global executive team.

Eyre-Varnier has previously consulted for agencies such as Brothers and Sisters, TwentyFirstCenturyBrand, Y&R Group (VMLY&R), Inferno (FCB Inferno), System1 Group, Feed and The Talent Business. He also co-launched the hotrecruit.com website, which advertises temporary jobs for students and travellers across the world, leading to its becoming the UK’s second largest online recruitment company.

Cult’s co-founder and chief strategy officer, Bridey Lipscombe, says: “Hugo is a force of nature and exudes an energy and enthusiasm we immediately wanted part of. His black book of contacts is second to none and he has a breadth of experience that we found deeply appealing, cutting across all our key requirements for a comms director, from storytelling through branding and brand partnerships to media relations. We are thrilled to have him on board at Cult in our front-line management team.”

Eyre-Varnier joins Cult’s new head of strategy, Charlotte Bunyan, and award-winning futurist author, Lucie Greene, as the agency's latest investment in the senior team in as many months.

Of his appointment, Hugo Eyre-Varnier, says: “Cult has a unique offering with creativity embedded deeply at its core, they deliver world-class marketing for iconic and new establishment brands at scale and speed. Cult is 100% independently owned, specialist and creative across all platforms, their success in the UK and the USA demonstrates how much the fashion, beauty, luxury and wellness sectors need them. Cult invites brands that are creatively frustrated and want to break new ground to come and see us.”