Cummins&Partners doubles down with adtech partnership

Cummins&Partners has extended their Adtech partnership with Adobe, after more than doubling the size of programmatic and performance media in the last 12 months.

Since partnering with Adobe across their Adcloud, Dynamic Creative, and Audience Manager products 3 years ago, they have had rapid growth based on their media transparency and creative:media integration opportunities. This culminated with Cummins&Partners becoming a launch partner in the Adobe Advertising Ambassador Program, where they were the first and only independent agency.

Paul Murphy, Chief Media Officer at Cummins&Partners said, ‘Our partnerships with adtech leaders such as Adobe have strengthened our relationships with clients and helped to drive an incredible 24 months of growth.’

And added ‘Having all members of the team Adobe certified, regardless of role, has been an eye-opener. The ability to see transparency of tech fees, real-time activity on the platforms, and leverage wider integration is brilliant. Our position is unique among independent agencies in that we have all performance media trading and full backend finance under one roof. Beyond true transparency, this takes away any risk of politics that could sway recommendations and results for clients’.

Major progress was also made on integrating Flashtalking into the Adobe suite, allowing for a step-change in dynamic creative development. This has been rolled out across a number of clients, driving major efficiencies in speed and effectiveness.

Faye Collay, Director Integrated Services and Partner added ‘The progress we made with our clients utilising Flashtalking have been fantastic. Apart from just the dynamic creative technology, the personalised creative:media collaboration has been further enhanced by now encompassing their proprietary attribution platform’.

She added ‘When we started the agency 10 years ago, we always set out to bring creative and media closer together. Initially, we made more progress in the CX/UX and design area, as witnessed by the Cannes and Webby award-winning work for clients like DFAT, but the media integration area is now experiencing incredible momentum in further delivering on this’.

Cummins&Partners added media services to their remit on EnergyAustralia in Q4 last year, joining a portfolio of clients including Red Cross Lifeblood, Adore Beauty, Jenny Craig, Nufarm, Red Cross Humanitarian, Chobani, South African Tourism and Laminex.