Cornell worked closely with Kerry Packer and Austin Robertson in setting up World Series Cricket (WSC) in 1977. Based on a suggestion in 1976 by Dennis Lillee (whom Cornell was managing at the time), Cornell presented the idea to Kerry Packer—primarily with the aim of providing better financial rewards to the players. Cornell was actively involved in the recruitment of players for WSC, for example travelling to New Zealand to sign players (including Doug Walters). Cornell engaged the Mojo agency to produce radio and television advertisements to promote WSC—including the production of the jingle "C'mon Aussie C'mon".