THE FADER / CORNERSTONE UK:

LAUNCH, BUILD & SCALE OF CULTURE-LED AGENCY

  • LEADERSHIP

  • ORGANISATIONAL, BUSINESS & GROWTH STRATEGY

  • OPERATIONS

  • BRAND & CULTURE STRATEGY

  • PROJECT DIRECTION

  • ACTIVATION







THE CHALLENGE
In 2011, The FADER / Cornerstone established a UK presence to service existing global clients Converse and Bushmills and to bring their pioneering, culturally immersive, music-led brand thinking to Europe. I joined as the second employee.

THE APPROACH
Initially joining as a freelance Account Director, I quickly transitioned into Business Director and later Managing Director, building a dynamic and multi-disciplinary team of 15 to deliver across creative, content, digital, social, partnerships, experiential and PR.

With The FADER's trailblazing approach to music and culture and Cornerstone's reputation for storytelling and seamless integration of culturally attuned insights into brand strategy that placed amplification at the heart, I led an agile and collaborative agency that produced impactful 360-degree campaigns and experiences that spoke directly to the heart of music culture.
THE IMPACT
Scaling the business rapidly to multi-million pound revenue, The FADER / Cornerstone UK became a sought-after partner for brands committed to genuine cultural connection, with the likes of Nike, Sonos, Smirnoff, Beats, Captain Morgan and Soundcloud leveraging our transformative approach.

Overseeing multiple campaigns which earned industry recognition (including winning Music Week Brand Partnership of the Year for Converse two years in a row), the agency was a leader in cultural engagement, bridging the gap between brands and the communities they wanted to connect with.

WHY IT MATTERS
This journey wasn't just about building an agency, it was about setting a new standard for how brands connect with culture in Europe. By leading with a music-first approach, we shaped conversations, drove impact and redefined the meaning of brand relevance in culture.