UK-based Music PR execs Caroline Dollimore & Louise Mayne launch new communications agency, Cherry

Four highly-regarded UK-based communications executives from the worlds of music, sport and fashion have launched a new creative agency called Cherry.

Cherry’s founders include Louise Mayne, founder of We Care A Lot PR, a music agency housing Tyler, The Creator, Jay-Z, Rex Orange County and Lorde among others on its roster.

Prior to WCAL, Mayne worked as the Head of Publicity at Sony Music, at Mercury Records/Def Jam, as well as being the press representative for Rick Rubin’s American Recordings (at the label’s first and only London office, where she oversaw the press campaign for the final album by the late Johnny Cash) not to mention a post at Roadrunner Records, where she began her career.

Caroline Dollimore, meanwhile, has been Director of Publicity at Warner Music Group frontline label Atlantic Records UK since 2016.

Dollimore has overseen the strategic direction for all publicity campaigns across Atlantic’s roster which includes Cardi B, Ed Sheeran, Bruno Mars, Sia, Lizzo and Charli XCX.

She will continue to work closely with the label under the Cherry moniker across the label’s artist realization process and brand development.

Dollimore joined Atlantic after nine years as Head of Publicity at Purple PR which represented stars from Sam Smith and Beyonce to Adele and F1 driver Lewis Hamilton.

Joining Dollimore and Mayne is Caroline McAteer, Founder and CEO of The Sports PR Company, which specializes in public relations, sponsorship management, social media and crisis management communications. McAteer has been responsible for securing brand partnerships with Calvin Klein, Pepsi, Adidas, Nike and Turkish Airlines.

The Sports PR Company’s clients include Didier Drogba, Theo Walcott, Petr Cech, Dele Alli, Frank Lampard, Cristiano Ronaldo, Wilfried Zaha and Conor McGregor.

Rounding off the company’s founders is Paul Flynn, a writer and editor with a broad range of expertise across pop culture. He is Senior Contributing Editor at Condé Nast fashion title LOVE and Contributing Editor at menswear title, Fantastic Man.

He has previously held editorial roles at i-D, Attitude, Dazed, GQ Style and Man About Town and worked as a columnist for Grazia since 2005. His work has appeared across The Guardian, Observer, Telegraph and Sunday Express newspapers. He co-wrote the National Theatre of Scotland play, Enquirer and authored his first book, Good As You in 2017. He has consulted over the PR industry for 20 years.

We Care A Lot and The Sports PR Company will continue to operate independently sitting under the Cherry umbrella.

Cherry’s first appointment is writer and Editor Douglas Greenwood as Creative Consultant.

Greenwood will continue in his work as a contributing editor for fashion magazine i-D and will continue to write for Vogue, The Face and The New York Times.

He is also the co-founder and Editor of SUPER, a free fashion and arts publication.

“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.”


In a joint statement, Cherry’s founders said: “Cherry marks a new era for representation. 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.

“Now is the time to cultivate the opportunities that arise when working with so many influential and inspiring people, and offer them a neoteric approach to representation.

“We know there is 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. An alliance between the worlds of sport, music, fashion and more will open powerful doors.”Music Business Worldwide