Tag: Sean Cummins

Tom Martin & Julian Schreiber return to Australia to become Partners in Cummins&Partners Sydney.

Tom Martin & Julian Schreiber return to Australia to become Partners in Cummins&Partners Sydney.

Julian Schreiber and Tom Martin are set to return to Sydney as two of the founding partners and ECDs of Cummins&Partners Sydney.

Schreiber and Martin are returning home after over a year in New York, where they ​played a pivotal role as ECDs of Johannes Leonardo, helping grow the agency significantly with global wins such as TripAdvisor, Sony PlayStation and the entire Adidas Originals business – leading with this year’s global ‘Superstar’ campaign featuring Pharrell Williams and David Beckham.

Before that in Australia, Schreiber and Martin won the AWARD ‘best of show’ a record three times for their work, being responsible for such internationally renowned campaigns such as the SXSW and Cannes awarded ‘Remote Control Tourist’, the Cannes Grand Prix winning NAB ‘Break Up’ campaign, the multiple gold lion winning Guide Dogs ‘Support Scent’ and the Four’N Twenty Salad Plate. Work they created at Clemenger BBDO Melbourne.

Says Sean Cummins “As part of a global search w​e approached Julian and Tom because we knew they had the same ambitious, entrepreneurial spirit that will help drive Cummins&Partners to become the world’s most admired independent creative: media agency network. They are relentless in their pursuit of business-changing creative work, and have a creative CV second to none in Australia.”

Schreiber said ​“We’ve always wanted to lead our own agency and be part of shaping something from the very foundation, and with Cummins&Partners we now have that opportunity​. We look forward to ensuring C&P Sydney delivers.”

“It’s very hard thing to say goodbye to New York, but you can’t say no when the very opportunity you’ve been waiting for presents itself,” says Tom. “We want to bring our vision of what an agency can be to life, create work that isn’t just creative, but genuinely solves business problems – in whatever form that may take. That’s always been our bread and butter. ”

“​We’re thrilled to start with a banner client like Vodafone. A business that is constantly evolving the way it creates a relationship with its customers” says Schreiber. “In our initial meet and greet, they’ve already shown a huge appetite to do work that challenges their category and lifts the game for Telcos not just in Australia, but around the world.”

“And the building of our agency starts now,” says Martin. “We want to grow something that’s really going to have a major impact on shaping the industry by adding more and more exceptional talent to the Sydney office”.

Chris Jeffares, C&P National CEO said​ “This is another part of the rise and rise of Cummins&Partners in Australia and globally. Attracting leaders such as Julian and Tom is exactly the kind of continued improvement we need to make as agency force, both business-wise and creatively. They are joining other world-class talent hired over the last 18 months such as Jim Ingram and Ben Couzens, Adam Ferrier and Arwa Mahdawi.”

Cummins & Partners Sydney is the latest in the growing Cummins&Partners Network around the world, with offices also established in Melbourne, Adelaide and New York. The network is creating a strong reputation for building enduring brand platforms that drive action.



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Heidi Klum launches Intimates range in Melbourne with help from Cummins & Partners

Heidi Klum launches Intimates range in Melbourne with help from Cummins&Partners

Heidi Klum launched her lingerie range Heidi Klum Intimates in Melbourne yesterday ahead of a global campaign roll out in the near future.

Cummins&Partners New York is handling the global campaign, while media was handled by the agency’s Melbourne office ahead of the launch yesterday.

The launch saw Klum arrive in Melbourne’s Bourke St Mall on a tram wrapped with images promoting the new range. The supermodel was accompanied by a number of male and female models wearing the new range.

Cummins&Partners global CEO Sean Cummins said: “It has been great working with Bendon to launch Heidi Klum Intimates. you only get one chance to launch and the event yesterday exceeded all expectations. Heidi’s an absolute pro to work with.

“The team at Bendon are entrepreneurial, determined and uncompromising; we enjoyed working on this project with them.

“We have some exciting work coming up for the Heidi Klum Intimates brand in the very near future. And we are keeping that under wraps for a little longer. But I promise you it redraws a few boundaries when it comes to brand and product promotion,” he added.

By Mumbrella


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Sean Cummins: ‘It’s almost my responsibility to redress areas in advertising that aren’t quite working’

Sean Cummins: ‘It’s almost my responsibility to redress areas in advertising that aren’t quite working’

Sean Cummins says he is using the New York office of agency Cummins & Partners to take aim at the lack of female leaders in the industry, adding he sees it as his “responsibility” to redress “areas in advertising that aren’t quite working”,.

The New York office of the agency,which was founded in Melbourne four years ago, was launched in May and has picked up project work for Perrier-Jouët Champagne as well as the launch of Heidi Klum Intimates globally, work which is expected to be seen locally.

Speaking to Mumbrella from New York Cummins said the agency was created because he wanted to “redress” what he thought was “wrong in advertising” including the separation of creative and media within agencies and the lack of a strong female presence.

“I’m excited there is an opportunity, and it’s almost my responsibility to redress areas in advertising that aren’t quite working. Other agencies are brilliant but they are perpetuating myths and I’m trying to reflect reality and trying to reflect what is going on in the world,” he said.

In May a study by Mumbrella found women make up just a quarter of creatives in creative agencies and 70 per cent of client facing roles. Communications Council figures claim women make up just 13.5 per cent of senior positions, whilst at a conference last week Clemenger BBDO Melbourne chairman Jim Moser said it was up to management to address the issue “from the top down”.

Cummins said he collected pictures of all the agencies launched in New York in the last eight months as part of his research into the market.

“And every picture you see of the foundation partners are a conga-line of blokes,” he said. “It bothered me.”

“It’s concerned me for many many years that the industry has had this subconscious male gaze and I just really wanted to tackle it head on.”

Tiffany Coletti Titolo has been appointed as president of the New York office, Arwa Mahdawi as chief innovation and strategy officer, Chantal Smith as art director, Vanessa Quincey as creative/planner and Mireille Guiliano as chairwoman.

On the team Cummins said: “Hiring people is not about trying to mirror who you are, it’s about trying to extend your repertoire of experiences and extend your view on the world.

“In Australia we’ve done that already, it’s just not something I was consciously aware of. Over half the partners at Cummins & Partners Australia are women and I really do think that’s one of those secret ingredients that make us kind of special.”

When quizzed on any client concerns about women taking time out of work for family or working part time, Cummins said the idea that women are not as focused on the job as men is “one of the most corrupting train of thoughts going on”.

“That’s an easy cop-out,” he said. “That’s just not evident with the experience I’ve had not only over the last four years since I made my new agency but over the last 17 years. I’ve seen brilliant, dedicated women who’ve never dropped the ball and never let those pressure-points or life stages get in the way of their work.

“Any client who wants to get to the main decision maker and main purchase decision maker will find us as attractive as any other agency and in fact I hope more so because there’s not the usual male lens that’s put on somethings,” he continued.

“For too long a lot of creativity has been like frat boy humour and I think there’s more nuanced, deeper and different styles of advertising that can come about when you have different people in creative decision making.”

Looking back to the Australian operation, and the agency’s upcoming Sydney office launch, when asked if the industry could expect his return for it Cummins laughed “I think they probably want me to stay away, but buckley’s chance.”

“They’re having a great time, I come in for cameos,” he added.

“I have a superstar group of partners I’m just one amongst equals when it comes to that. I’m getting back every eight weeks or so.

“The Sydney operation is very exciting, Melbourne is booming, Adelaide is a challenging market but we’re very patient and we have great people there.

“I couldn’t be more proud or excited about what’s going on in Australia. I just want to do my bit and fly the flag over here.”

By Mumbrella.


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Vodafone appoints Cummins&Partners as new creative agency

Vodafone appoints Cummins&Partners as new creative agency

Following a competitive pitch process Vodafone today announced it has signed a four-year contract with one of Australia’s leading creative agencies, Cummins&Partners.

Vodafone says Cummins&Partners will have full strategic and creative scope across all communications channels.

“We are confident that Cummins&Partners will deliver a strong, differentiated and enduring creative platform for Vodafone’s brand in Australia,” said newly appointed General Manager of Brand, Nilanjan Sarkar.

“This is an exciting time for the Vodafone brand in Australia following several years where our focus has very much been leveraging the $3 billion we have invested in our network. With the brand’s turnaround journey almost complete, we are now able to focus more on our strengths as a brand and what sets us apart from our competitors.”

Vodafone says Cummins&Partners won the pitch due to the clarity with which its team demonstrated a deep understanding of the brand’s strategic direction, supported by a strong creative idea and innovative go-to-market approach.

“Cummins&Partners impressed us with their ability to deliver a strategic, creative idea that can be executed in an engaging way,” said Sarkar. “Most importantly, there’s a great synergy evident between our two teams. We look forward to working together.”

Cummins&Partners Managing Director Chris Jeffares said “We are incredibly excited to be working with a world-class brand such as Vodafone. We had great fun pitching for the business, which is always a good sign.”

“It is a fascinating time of change in the telecommunications industry – globally and locally – and we look forward to delivering communications solutions that inspire action and drive behavioural change,” said Jeffares.

Cummins&Partners will begin working with Vodafone on January 5, 2014.


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Cummins&Partners confirms Sydney office; lures Kimberly Bartkowski from New York as digital CD

Cummins&Partners confirms Sydney office; lures Kimberly Bartkowski from New York as digital CD

Cummins&Partners will launch a new Sydney office in January 2015, having been appointed as Vodafone’s new creative agency after an extensive competitive pitch.Set to launch on 5.1.15, the agency has also confirmed its first major hire in New York native, Kimberly Bartkowski (pictured left with Sean Cummins), who will take on a newly created national role as digital creative director in Sydney. Bartkowski is a proven digital thought leader on a global scale, having set up and led the DIGITAS North America mobile practice as group creative director. Whilst at Digitas she led the global work for Delta and AMEX and helped win the $90 million dollar Comcast account.
Bartkowski then left Digitas for group creative director roles at Arnold and then Publicis Kaplan Thaler, helping them develop their digital chops. Says Chris Jeffares, managing director, Cummins&Partners: “We are stoked to have Kim join us, as the competition for elite digital talent is fierce – especially in mobile. She is a true modern creative and is a fantastic team builder, both of which are essential to our growth plans.  Kim’s skills will be instrumental in helping us develop action orientated communications that drive behaviour change. “As we’re a proudly independent and entrepreneurial business, her deep experience in start-ups will really help drive that start-up innovation and energy. It’s a great match.”Bartkowski is passionate about the next generation of talent and works with students at the School of Visual Arts as an advisor and speaker on the Designer as Entrepreneur master’s program and author on user-centered design. Says Bartkowski: “Mobile is fundamentally changing the way we connect, so it’s incredibly exciting to be working with Cummins&Partners and Vodafone on shaping the future of mobile and digital culture.”I believe that ideas need to be engaging and interactive … both mentally and physically. Put something out there that’s thought provoking and people will respond and participate. That’s why brand experiences are a richer way to touch people. This really aligned with the C&P approach and agency model. I’m looking forward to creating some magic and having fun in Sydney.”

By Campaign Brief.


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Sean Cummins crowned Marketer of the Year at ADMA AC&E Awards

Sean Cummins crowned Marketer of the Year at ADMA AC&E Awards

Sydney, 30 October 2014 Two industry leaders and two up-and-coming stars were given Pinnacle Awards at the ADMA Australian Creativity and Effectiveness Awards held tonight at The Star in Sydney.

Global CEO Sean Cummins of Cummins&Partners was crowned 2014 Marketer of the Year for his role in changing the marketing and advertising landscape in Australia.

“Sean is an influential and prominent leader in the marketing and advertising industry. He has been responsible for iconic advertising campaigns that have put Australia on the map,” said Karen Ganschow, Chair of ADMA’s Board of Directors and Westpac’s General Manager of CRM & Digital. “He has also led the way in introducing new agency models that challenge the traditional approach and bring together the elements of marketing, media and advertising for the benefit of the client.”

“Sean has shown what is possible and in that way challenges us all never to accept the status quo, and is now taking this philosophy to the world,” she added.

Sean has created many of the great campaigns that have put Australia on the map like Best Job in the World, Jeep’s Australia Don’t Hold Back and Keeping the Air Fair for Virgin Airlines.

Independent agency Cummins&Partners has prospered in tough economic times and Sean recently opened an office in New York, quickly winning three accounts including champagne brand Maison Perrier-Jouët.



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Cummins&Partners ranks #10 in BRW Fast Starters list.

Cummins&Partners ranks #10 in BRW Fast Starters list.

BRW has recently published its Fast Starters list for 2014. BRW Fast Starters is a list of Australia’s fastest growing young companies (three years or older). The list features companies from a diverse set of business sectors, with seven companies from the ‘Marketing and Media’ sector making the list.

Cummins&Partners was the only Marketing and Media sector company in the top 10, ranking at #10, with a growth rate of 22% and turnover approaching $30 million annually.

Says Sean Cummins (left), global CEO: “Our fast growth is testimony to a refreshing business model of creative and media working more closely together. It’s further evidence that we have created something quite special and we are absolutely chuffed to have made the list.”

Says Chris Jeffares, managing director: “We have been working hard since starting on 1.1.11. The team we have built are amazing and we are all on a journey to re-shape the marketing communications landscape. We aim to maintain the growth, whilst we continue to deliver great results for our clients.

“WiTH Collective was the next company from the ‘Marketing and Media’ sector to rank in. The company ranked in at #46, up from #56 in 2013, with a growth rate of 23%Other companies who ranked in the ‘Marketing and Media’ sector include Opentop at #54, The Performance Factory at #72, Connect Events at #88, GMG Digital at #91 and Heard Marketing at #97.

By Campaign Brief.


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Cummins&Partners’ Sean Cummins accepts #IceBucketChallenge in Times Square; challenges Rob Morgan, Adam Ferrier + Andrew McEvoy

Cummins&Partners’ Sean Cummins accepts #IceBucketChallenge in Times Square; challenges Rob Morgan, Adam Ferrier + Andrew McEvoy

Cummins&Partners CEO Sean Cummins has accepted the #IceBucketChallenge in the heart of Times Square, New York, prompted by BCM’s Paul Cornwell and Kevin Moreland who accepted the challenge last week.

Cummins has donated $1000 from his agency to Motor Neurone research and has challenged Rob Morgan (Clemenger), his partner Adam Ferrier, and Andrew McEvoy (Fairfax).

By Campaign Brief.


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