Cummins & Partners wins Vodafone following pitch
Vodafone has appointed creative agency Cummins & Partners as its creative agency following a competitive pitch process.
Cummins & Partners beat out McCann Melbourne and JWT for the account, with Whybins\TBWA pulling out of the race earlier.
It is expected that Cummins & Partners will open a Sydney office to service the business.
Vodafone general manager of brand Nilanjan Sarkar said: “We are confident that Cummins&Partners will deliver a strong, differentiated and enduring creative platform for Vodafone’s brand in Australia
“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.”
Cummins & Partners have signed a four-year contract with the telco and will have full strategic and creative scope across all communications channels.
“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.”
Cummins&Partners will begin working with Vodafone on January 5, 2014.
Cummins & Partners other clients include Specsavers, Dulux, Jeep and Tupperware.
The appointment follows Vodafone naming Loo Fun Chee as chief marketing officer to replace Kim Clarke.
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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the poisoned chalice every big agency thinks they can drink from and not get burnt..good luck Cummins
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These guys are good
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I give it 18 months
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Sometimes you have to stop, reflect on what has gone on with this agency from start up 3 years ago….and just applaud. Put aside the compet2ite urge, the jealousy and just marvel at how good they have been. They are quite amazing
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Dude….you’re a buzz kill. And Interesting you’re not very.
You both suck energy out of the room. Go away.
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Great news. Great choice Voda
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I think people said the same about Jeep. In fact, agency folk say that about most clients from the other side of the fence.
And I really did buy one.
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@whatanagency i actually rate Cummins and good on them for winning this account. credit where credit is due. my comment was more about voda – history shows they churn up agencies every 18 months – 2 years. maybe this time will be different??? if i was ferrier/cummins i’d be chatting to ogilvy, host , even clems about why those relationships were so short lived? pretty sure each of those agencies thought they could ‘tame’ the voda beast. everyone at ogilvy sydney and host will tell you that voda was the worst thing to happen to them – culturally and creatively….just ask steve back
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Jealousy is a horrible trait.
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From JWT to One Barrack St (STW) to Clemenger to someone else I think then to Ogilvy…all in the past 7 years. Cummins are a great agency…Vodafone has not been a great client. I hope things will be different.
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But not a lot of hearts and minds of the general public.
I’m waiting for the work to catch up with the agency.
It’s almost like their growth rate is so huge they can’t keep the quality control on what they put to market.
I do hope they do tame this beast. I’m all for independents.
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5 agencies in 10 years! I hope the clients know what they are doing this time.
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Probably would be a better win if Vodaphone weren’t trying really really hard to sell the business.
Wonder if they mentioned that to Cummins?
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I bought a phone…
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