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PR Leaders Fenella Grey And Frankie Cory Launch Agency
(MENAFN- PRovoke)
LONDON - PR industry leaders Fenella Grey and Frankie Cory have joined forces to launch a new communications agency, Hello Tomorrow.
The new agency is billed as“sitting at the epicentre of business, media, entertainment, culture and politics” and being“for business leaders, change-makers and industry rebels” across all industries who are“in pursuit of growth and progress while navigating an era of accelerated change”.
Over the past 20 years, Grey and Cory have led some of the industry's most recognised and awarded PR agencies. Grey was most recently the EMEA managing director and chair of Porter Novelli, where she worked for more than nine years in total before leaving the firm last year ; before that, she was a board director at Freuds and a director at Weber Shandwick. Last year, she served on the Cannes PR Lions jury.
Cory was the CEO of Mischief (now part of MHP Group) for nearly six years, before going in-house as group director of marketing and communications at TV production company Fremantle . Most recently, she was joint CEO of W Communications , and has also been the joint MD of Frank and CEO of Citizen Communications.
During their careers, Cory and Grey have both worked with Asda, Vodafone and Unilever, with their collective experience also spanning clients including Mars, Beiersdorf, Eurostar, Fremantle, the Got Talent Global franchise, the International Paralympic Committee, PepsiCo, Sainsbury's, Sky and UNESCO.
The duo spoke to PRovoke Media at length about their new agency, and said they had first started talking about working together last summer, after they left their previous roles. Cory said:“We've known each other for a long time, and have been on different sides of comms for over 20 years. We got together and decided we wanted to create something different, progressive and disruptive, and build a business based on what clients need.”
Grey added:“It's beautiful timing. We were both wanting a new experience. With the acceleration of technology and innovation, we both came to the conclusion that it would be a joyous thing to start with a blank sheet of paper, and build something that was progressive from day one, both in terms of how we run our own operation, but also how we deliver for our clients and their campaigns. We're beyond excited. We're ready.”
Hello Tomorrow's initial offering covers six areas: communications, campaigning, influence, collaborations, advisory and upskilling, enabled by a network of subject matter experts and with new AI and technology tools built in. Grey and Cory – who say they are investing 20% of their time in continual learning – are both currently studying the 'AI: Implications for Business Strategy' course led by MIT Sloan School of Management.
The agency's founding clients – who have not yet been publicly revealed – range from start-ups to legacy businesses navigating transformation. Grey said:“We're working with clients on the broad spectrum of change: brands that are really looking for scale and amplification, that are disrupting from day one. And then there are multi-national, legacy brands that are trying to create change, grassroots campaigners, and big global platforms driving cultural movements.”
The founders also talked to PRovoke Media about what makes Hello Tomorrow different – and why they are describing themselves as an agency rather than an advisory, as has been the case recently for many senior practitioners after exiting big agencies.
Grey said:“We bounced being an 'advisory' around, but we both really love getting stuck in to the craft of comms. And actually, when you're out of running a big agency, it's obvious: strategic, creative communications that drive impact on the world is where we get our kicks. If you're only operating at the consultancy level, you risk not actually being able to deliver and see through the change.
“Being an agency has momentum, action, dynamism, and impact around what we know comms can do: change the world for the better, and we wanted to be accountable as part of that story, while also being trusted senior counsel.
“We believe comms is a superpower to help drive change in business that in turn impacts growth and society at large. We're showing businesses how to prioritise, how to see through the clutter, how to see the big picture. That plays to both our sweet spots, and we take pride in our conviction and the trust that clients have in us.”
Cory expanded on how this approach was manifesting in Hello Tomorrow's work with clients:“It's about taking the complexity and providing clarity. It's what we both really enjoy, and it's been quite a theme in a lot of our briefs.”
In terms of the ambition for the new agency, and how it will scale, Grey and Cory said they were already recruiting for permanent employees, as well as working with a team of partners who are“subject matter experts” across business, culture, media, entertainment and politics.
On the dynamic between the co-founders, Cory said:“It just works, doesn't it? You know, we bring different skill sets and a different approach, but there's so much mutual respect and we can challenge each other. Fen brings relentless energy, and is focused on change and transformation, and there's also strength in our very different, but incredibly powerful, networks.”
For Grey's part, she said:“Frankie is fearless and brilliant. Starting up is a big deal when you've been in the industry for a while, and I would not want to be doing this by myself. We both also said, really early on, we want to have fun with this. If you were to try and pull us apart skills-wise, I would say Frankie is more creative and more about the brand, and I'm more about strategy and reputation.
“Then we're both getting to grips with integrating technology and AI, and there's a common value set in the middle, which is high energy, ambition, and love for what we do. We want to really make something exciting for the next 10 years.”
The new agency is billed as“sitting at the epicentre of business, media, entertainment, culture and politics” and being“for business leaders, change-makers and industry rebels” across all industries who are“in pursuit of growth and progress while navigating an era of accelerated change”.
Over the past 20 years, Grey and Cory have led some of the industry's most recognised and awarded PR agencies. Grey was most recently the EMEA managing director and chair of Porter Novelli, where she worked for more than nine years in total before leaving the firm last year ; before that, she was a board director at Freuds and a director at Weber Shandwick. Last year, she served on the Cannes PR Lions jury.
Cory was the CEO of Mischief (now part of MHP Group) for nearly six years, before going in-house as group director of marketing and communications at TV production company Fremantle . Most recently, she was joint CEO of W Communications , and has also been the joint MD of Frank and CEO of Citizen Communications.
During their careers, Cory and Grey have both worked with Asda, Vodafone and Unilever, with their collective experience also spanning clients including Mars, Beiersdorf, Eurostar, Fremantle, the Got Talent Global franchise, the International Paralympic Committee, PepsiCo, Sainsbury's, Sky and UNESCO.
The duo spoke to PRovoke Media at length about their new agency, and said they had first started talking about working together last summer, after they left their previous roles. Cory said:“We've known each other for a long time, and have been on different sides of comms for over 20 years. We got together and decided we wanted to create something different, progressive and disruptive, and build a business based on what clients need.”
Grey added:“It's beautiful timing. We were both wanting a new experience. With the acceleration of technology and innovation, we both came to the conclusion that it would be a joyous thing to start with a blank sheet of paper, and build something that was progressive from day one, both in terms of how we run our own operation, but also how we deliver for our clients and their campaigns. We're beyond excited. We're ready.”
Hello Tomorrow's initial offering covers six areas: communications, campaigning, influence, collaborations, advisory and upskilling, enabled by a network of subject matter experts and with new AI and technology tools built in. Grey and Cory – who say they are investing 20% of their time in continual learning – are both currently studying the 'AI: Implications for Business Strategy' course led by MIT Sloan School of Management.
The agency's founding clients – who have not yet been publicly revealed – range from start-ups to legacy businesses navigating transformation. Grey said:“We're working with clients on the broad spectrum of change: brands that are really looking for scale and amplification, that are disrupting from day one. And then there are multi-national, legacy brands that are trying to create change, grassroots campaigners, and big global platforms driving cultural movements.”
The founders also talked to PRovoke Media about what makes Hello Tomorrow different – and why they are describing themselves as an agency rather than an advisory, as has been the case recently for many senior practitioners after exiting big agencies.
Grey said:“We bounced being an 'advisory' around, but we both really love getting stuck in to the craft of comms. And actually, when you're out of running a big agency, it's obvious: strategic, creative communications that drive impact on the world is where we get our kicks. If you're only operating at the consultancy level, you risk not actually being able to deliver and see through the change.
“Being an agency has momentum, action, dynamism, and impact around what we know comms can do: change the world for the better, and we wanted to be accountable as part of that story, while also being trusted senior counsel.
“We believe comms is a superpower to help drive change in business that in turn impacts growth and society at large. We're showing businesses how to prioritise, how to see through the clutter, how to see the big picture. That plays to both our sweet spots, and we take pride in our conviction and the trust that clients have in us.”
Cory expanded on how this approach was manifesting in Hello Tomorrow's work with clients:“It's about taking the complexity and providing clarity. It's what we both really enjoy, and it's been quite a theme in a lot of our briefs.”
In terms of the ambition for the new agency, and how it will scale, Grey and Cory said they were already recruiting for permanent employees, as well as working with a team of partners who are“subject matter experts” across business, culture, media, entertainment and politics.
On the dynamic between the co-founders, Cory said:“It just works, doesn't it? You know, we bring different skill sets and a different approach, but there's so much mutual respect and we can challenge each other. Fen brings relentless energy, and is focused on change and transformation, and there's also strength in our very different, but incredibly powerful, networks.”
For Grey's part, she said:“Frankie is fearless and brilliant. Starting up is a big deal when you've been in the industry for a while, and I would not want to be doing this by myself. We both also said, really early on, we want to have fun with this. If you were to try and pull us apart skills-wise, I would say Frankie is more creative and more about the brand, and I'm more about strategy and reputation.
“Then we're both getting to grips with integrating technology and AI, and there's a common value set in the middle, which is high energy, ambition, and love for what we do. We want to really make something exciting for the next 10 years.”
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