Music PRs Caroline Dollimore and Louise Mayne have teamed up to launch new music, fashion and sport agency Cherry, alongside Caroline McAteer and Paul Flynn.
McAteer is the founder and CEO of The Sports PR Company, which represents footballers Dele Alli and Cristiano Ronaldo, while writer and editor Flynn is senior contributing editor at Love magazine.
The group’s first appointment at Cherry is journalist Douglas Greenwood, who will serve as creative consultant. We Care A Lot and The Sports PR Company will continue to operate independently sitting under the Cherry umbrella.
In a statement, Cherry’s co-founders said their company “marks a new era for representation”.
The statement continued: “Artists, designers, sports stars and beyond have more of an appetite than ever to impact in each other’s worlds. Cherry will inter-pollinate them all. We collectively felt the time was right to create a powerhouse that potently unites them. We know we can add commercial and importantly cultural value on a global scale to our clients. From publicity to creative curation, brand partnerships, global representation and crucially, crisis management across all disciplines, Cherry is an exclusive and rewarding partnership, all housed under one roof.”
Cherry’s co-founders have acknowledged “a need for agencies to diversify and become truly exciting and future-proofed destinations for their clients”.
“With a multi-layered offering and rich network we will create strategic high impact global facing moments, unique content and explosive partnerships,” they said. “An alliance between the worlds of sport, music, fashion and more will open powerful doors.”
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