Sixteen Eleven
Senior experience. Direct relationships. PR built differently.
Sixteen Eleven is an independent PR and communications consultancy founded by Peter Cuthbertson.
Built around senior-led, direct client delivery, the consultancy works with founder-led, growing and established brands across fashion, beauty, grooming, lifestyle, home, wellbeing, travel and hospitality.
The model is deliberately simple: experienced people, close client relationships, strong media connections and teams built around what each brief actually needs.
No unnecessary layers. No junior-heavy account structure. No one-size-fits-all retainers.
Just experienced, strategic PR designed to stay personal and agile.
Peter Cuthbertson
Has spent 21 years working in PR across fashion, beauty, grooming, wellness, hospitality, home and lifestyle.
His career has included senior roles at some of London's established PR agencies, five and a half years at Arcadia Group and work with brands ranging from emerging independent businesses to internationally recognised names.
Over that time, the media landscape has changed enormously. The fundamentals of good PR have not.
Find the right story, understand why people should care, put it in front of the right people and build credibility consistently.
Peter founded Sixteen Eleven around those principles, but with a different agency structure around them.
Every client works directly with senior leadership. Peter remains close to the strategy, media relationships, writing, conversations and day-to-day delivery rather than handing the account down once the work begins.
When additional expertise or capacity is needed, Sixteen Eleven brings in trusted senior PR specialists selected around the brief, adding established experience and editorial relationships without unnecessary agency infrastructure.
It creates a model that can grow, flex and respond while keeping the relationships at the heart of good PR genuinely close.
How we think about PR
The sectors we work across can look very different, but the fundamentals of good PR are much the same. It starts with understanding what makes a brand interesting, finding the story people will genuinely care about and knowing who is most likely to tell it well.
Sometimes the story is the product or a launch. Other times it comes from the founder, a piece of research, an expert point of view, a collaboration, an experience or something happening in culture that gives the brand a relevant place in the conversation.
Not every brand has an obvious news story all of the time, and that is often where good PR thinking matters most. The job is to look beyond what a brand wants to promote and find what will actually be interesting to the media and their audiences.
That thinking shapes everything we do at Sixteen Eleven, from day-to-day media relations and launches to thought leadership, events and longer-term brand building. The aim isn't simply to generate more coverage. It's to build the kind of visibility and credibility that gives people a reason to notice, understand and trust a brand.
Senior-led by design
Sixteen Eleven was built around a simple idea: clients should have direct access to the experience they are paying for.
Every client works directly with Peter. He stays involved in the strategy, media relationships, writing, meetings and day-to-day delivery, so there isn't a handover once the work begins or layers of account management between the client and the person actually doing the work.
When a campaign needs additional capacity or a particular area of expertise, we bring in trusted senior PR professionals from our wider network. They are people who have been in the industry for years, understand their sectors and bring their own editorial relationships and experience to the brief.
It means we can build the right team around a client when it's needed without carrying the overhead of a traditional agency structure. It also means the way we work can change as the client's priorities change. Activity can increase around a launch or important moment, scale back when appropriate, or move in a different direction when an opportunity emerges.
There are no long contractual tie-ins and no unnecessary layers. The model is deliberately flexible, but the level of experience behind the work stays consistent.
21 years across brands, media and culture
Over more than two decades in PR, Peter has worked with brands ranging from emerging independent businesses to some of the most recognised names in fashion, beauty, lifestyle and beyond.
That experience spans everything from launching new brands and products to repositioning established businesses, developing founder profiles, creating events and cultural moments, and building long-term media relationships that keep clients part of the conversation.
Today, that experience sits behind every Sixteen Eleven brief. Whether we're working with a founder-led business building its profile for the first time or an established brand looking for a new direction, clients have direct access to the same senior experience throughout.
In the industry
Spotlight on Peter Cuthbertson, Founder of Sixteen Eleven
In a recent interview with Fashion Monitor, Peter talks about why he built Sixteen Eleven around senior-led, direct delivery, how he approaches media relationships and thought leadership, and why he believes earned credibility will become increasingly important as the way people discover brands changes.
PR built for how brands are discovered today
Sixteen Eleven is led by Peter Cuthbertson, Founder, and Richard Hall, Managing Director, bringing together complementary experience across PR, brand strategy and digital visibility.
Peter leads the PR and communications side of the consultancy, drawing on more than two decades of media experience to shape stories, build relationships and create the earned coverage and third-party credibility that give brands authority.
Richard works across the wider strategy, looking at how that authority lives beyond the initial piece of coverage and contributes to how a brand is found, understood and trusted across its wider digital presence. That includes the growing role of search and AI-assisted discovery, where credible editorial coverage, expert mentions and independent third-party references are becoming increasingly important signals around a brand.
Bringing those perspectives together means we don't see PR as something that happens in isolation. A strong story can create attention in the moment, but it can also become part of the longer-term digital footprint that shapes how people discover and understand a brand.
It is a more connected approach to PR, built around the way visibility works now and where it is heading next.
