419 Linen Hall, 162 -168 Regent Street, London, W1B 5TE
T: 020 7871 3565 E:

case studies
cascade story
the team

Conversation is about knowing when to speak and when to listen; knowing who to talk to, when and what to say is the fastest way to achieve results. Cascade Communications are specialists in growing our clients’ reputation through transparent and purposeful dialogue.

In property, planning, energy and infrastructure, we give our clients a voice; a voice with politicians and their advisers, journalists, businesses, bloggers and local communities.


Housing & Regeneration

We are property people; housing and regeneration projects are the mainstay of our business.

Our understanding of the commercial objectives of developers means we can identify and manage the political challenges that threaten the viability of a project. We work as an integral part of the project team, combining knowledge of policy with experience of local and national politics.

Our experience is deep and varied; from promoting masterplans for major brownfield sites to London sky-scrapers to advising on niche developments such as houseboats. In all projects we seek to reduce the risks caused by delays and uncertainty.




The greatest challenges facing developers are the risks of uncertainty in the planning process and time delays in gaining permission. Early engagement is essential in order to develop meaningful relationships with the community and decision makers.

In support of a planning application, Cascade delivers: Strategic advice on the politics of local authorities and decision makers | Statements of Community Involvement | Relationships with politicians at local and national level | Bespoke consultation programmes | Fair and accurate media representation



Emma Waterfall Founder & Managing Director

Background: Founded Cascade in 2011; 9 years’ experience advising property clients on public affairs and consultation. Prior to Cascade, established a local government & planning team when recruited as a Director at Bell Pottinger from Four Communications before that.

Career highlight: Gaining planning permission for the redevelopment of Battersea Power Station, one of London’s largest masterplans to regenerate the iconic Power Station and notoriously complex 40 acre brownfield site.

Most challenging project: Strata, the 42-storey residential tower in Elephant & Castle recognisable by its 3 wind turbines. Winning support from local residents who felt disenfranchised was essential. Permission was granted in 2006, just 6 weeks prior to local elections with residents’ support; without it, councillors would have said no.

Clients past & present: Affinity Sutton | Capital & Counties | CIT Group | Delancey | English Heritage | Imperial College | London Square | Minerva | National Grid Property | Ptarmigan Land | Redrow | Royal College of Art | Taylor Wimpey | Battersea Power Station Development Company


Interests: Marathon and ultra-marathon running, cycling, climbing mountains despite the altitude sickness, horse racing, travelling and of course, politics.

Cascade Story

Cascade was set up in January 2011. We have been advising clients for years on how to engage with local and national politicians, talk to community groups and deliver campaigns. It was time to begin a company with the best sector expertise.

Already our team is advising on some of the most high profile development projects in London and the South of England. Ask us about our values, we would say that we are professional, honest, thorough and good humoured. We consider ourselves property industry insiders in an industry whose approach to professional communications advice has shifted from “nice to have” to a necessity for business. Our knowledge and experience of how to manage every aspect of communications is extensive; whether its political lobbying, campaigning, media engagement or community consultation.

As one of our developer clients said “anyone can do public consultation but there are few people that I would trust to have conversations on our behalf with decision makers”. Cascade is trusted with those conversations but we disagreed on the first point, few can run consultation as well as we do.


"We have worked with Emma and her colleagues since the inception of Cascade. Their detailed and co-ordinated approach to PR is excellent and they have managed the process entirely on our behalf; introducing us to senior decision makers, local interest groups, as well as organising public consultation events. Cascade's commitment to our project has undoubtedly streamlined the whole process."

Michael Tapp,
Green Property says...

"We took on Cascade to handle the difficult area of political intelligence, and they have surpassed our expectations. Clear cut incisive advice, based on a rare ability to engage with politicians and other stakeholders to gauge reactions and obtain views uncluttered by grandstanding."

Hugo Kirby,
Managing Director,
The Ptarmigan Group says...

"I am constantly impressed by the number of people Cascade can introduce us to and how strong their relationships are. Faultlessly professional, despite the cliché Cascade really do work and play hard."

Chris Atherton,
Living River says...

Battersea Power Station

Client: Battersea Power Station Development Company

Appointed: April 2013

Brief: To advise on community engagement, construction communications and local strategic political issues for the next stage of Battersea Power Station’s redevelopment.

Our role: Having worked with the previous owners which resulted in planning consent for their masterplan in November 2010 just before Cascade was set up, we now advise on community and stakeholder engagement for the detailed design of each of the phases, manage the Battersea Power Station Community Forum and have set up communications now that construction is underway including a Building Battersea Neighbourhood Group, text alerts, twitter feed and regular mailouts to immediate neighbours. Given the complexities of the redevelopment which include restoration of the Power Station and extending the Northern Line from Kennington to a new station at Battersea, we maintain the profile of the proposals with decision makers, neighbouring landowners and the community.

Battersea Power Station
Inside the Turbine Hall

“Emma played a major role in securing approval of Central London’s largest planning application for the redevelopment of Battersea Power Station, organising public consultation activities and providing a vital link between Treasury Holdings and Wandsworth Council.”

Jeremy Castle,
Planning Director,
Treasury Holdings says...

Community Consultation

There is no one size fits all for community consultation; each community is unique. To consult effectively, establishing the correct channels of communication as early as possible paves the way to constructive and meaningful dialogue.

Our community engagement includes: Consultation literature including newsletters, presentations, display panels and brochures | Distribution and mail outs | Project websites | Freepost address, email and contact number for each project | Online response surveys | Public exhibitions and events’ management | Briefings with local groups | Producing short films | Social media monitoring

Poor consultation is as bad for our reputation as it is for our client’s hence we work tirelessly to ensure we account for the views of as many interested parties as we can.



You need to engage with the public very early in the process, attend all "meetings of the local groups, present plans at an early stage of development, draw attention to the real constraints and opportunities, provide rationales and provide copious amounts of information."

The Kings Cross Development Forum says...