What we do

We work with ambitious organisations who want to grow and reinvent.

We help brands connect with the next generation, especially Gen Z and Gen A, through bold ideas, insight-led strategy and impact.

We offer hands-on advice, support and planning across strategy and innovation.

Strategy

Strategic principles
Brand strategy
Revenue diversification

Innovation

Content and Intellectual Property
Digital product
Gen Z / Gen A


Who we are

Emma Scott founded Cultivation Partners after gaining extensive experience in running major consumer businesses in the UK, working with Boards and shareholders as both a CEO and Non-Executive.

As CEO of Beano Studios, she repositioned the legacy comic brand into a multi-platform, global business, driving new revenue through content, licensing and digital engagement, winning an International Emmy nomination.

She was the CEO of Freesat and launched Freeview, the UK’s free-to-air TV platforms, owned by the BBC, ITV, C4 and C5. Previously Emma was Chief of Staff to the BBC Director-General.

As a Non-Executive she is currently on the Board of Which? Ltd, is the Chair of World Book Day and has served as Vice Chair of Ovarian Cancer Action and the Royal Television Society.

The wider team: we draw on a team of experts who bring senior experience across corporates, content creators, scale-ups, and not-for-profit. We work across strategy, innovation, insight, digital product, IP and brand development, audience growth, revenue diversification and investment readiness.

Projects

V&A Mused

A museum's revolution for Gen A

Revolutionising the concept of museums for Gen A audiences using unique first-hand insights and an audience-centred approach to strategy and product development to create the digital product: 'mused'

Barbican Immersive

A bold new Gen Z creative slate

Taking a hidden creative gem and developing a global, slate and digital audience-first strategy, deeply rooted in extensive insight and market positioning

Beano Studios

The digital renaissance of one of the nation’s best loved content brands

Taking a failing 80-year-old print brand and transforming it into an award-winning global, digital content-led D2C subscription business and TV production company

Barbican

A new brand purpose for London's creative concrete icon

Finding audience red threads to unite the wonderful world of the Barbican Centre to be bold, fresh and meaningful for youth and existing audiences

V&A Gen Z

Transforming revenue reach for 16-34s

A revenue diversification strategy for Gen Z rooted in category-breaking thinking and predictive financial modelling aligned with the V&A’s evolving brand and international ambition.

A large-scale Bloomberg Philanthropies funded initiative.

Intellectual Property

Global growth for a Barbican hidden gem

A new and diversified commercial strategy, rooted in intellectual property growth underpinned with rigorous commercial modelling, to attract and retain Gen Z immersive fans across the world.

A large-scale Bloomberg Philanthropies funded initiative.