Cowley, who ran an anti-bully campaign for the Department for Education and Skills while at August.One Communications, said his first task was to draw up a five-year comms strategy.
'We want young people to know exactly who we are and what we do,' he said. 'We won the top prize and children's charity of the year at the Charity Awards, and I want to keep the momentum going.' He added: 'The idea is to immerse people in the brand so that it becomes a part of popular culture.'
The charity achieved widespread national coverage this year after signing up glamour model Jodie Marsh as an ambassador prior to her stint on Celebrity Big Brother. The charity generated extra publicity when Marsh was allegedly bullied on the Channel 4 show by housemates.
Cowley added that one challenge would be to ensure the brand appealed to companies interested in corporate sponsorship.
As account director at Geronimo, he also led the DfES Behaviour and Attendance account and was a senior figure on The National Lottery Good Causes campaign. He also previously worked at Medialink.
'After ten years in consultancy I needed a long-term campaign to get my teeth into,' said Cowley.
He reports to chief executive Emma-Jane Cross.