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Cult hires first communications director to launch dedicated comms division

By Olivia Atkins | Branded Content Writer

March 5, 2020 | 2 min read

Growing independent creative agency, Cult, has appointed Hugo Eyre-Varnier as its first communications director.

Eyre-Varnier brings over two decades' worth of experience to the role. He has run high profile campaigns for some of the world's top independent ad agencies, tech start-ups and global networks.

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 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.”

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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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