3 win continues Cummins Nitro’s big year
Cummins Nitro’s stellar year has continued with the capture of the creative account for mobile phone brand 3, ending The Campaign Palace’s hold on the account.
Yesterday afternoon’s announcement follows the extraordinary success of Cummins Nitro’s work for Tourism Queensland which saw the Best Job In The World promotion gain global media coverage and put the agency on the shortlist of every major global awards ceremony since the campaign launched.
3, which is in the final stages of a merger with Vodafone, said: “CumminsNitro will be responsible for the strategic development of the 3 brand and its creative strategy through its brand and retail communications, and will manage the annual; quarterly; and monthly marketing campaigns in response to 3’s business objectives.”
As well as Campaign Palace, the pitch had reportedly involved Leo Burnett, Three Drunk Monkeys and Moon Design
3’s Director of Sales, Marketing, Product Noel Hamill had warm words for The Campaign Palace, saying: “”We would like to thank Campaign Palace for the long and successful partnership we have enjoyed with them and wish them every success in the future.”
However, the sentiments did not appear to be returned by the agency, with Campaign Palace chief executive Jacques Berger telling B&T Today: “As the review went on, it became clear that there was a disconnect between us and what they were looking for. It became apparent that these differences were widening, not narrowing, despite our best efforts.”
Cummins Nitro will work alongside Moon Design and RMG Connect.
The appointment of the agency confounded speculation that with the merger of 3 and Vodafone, only one main creative agency would be used. And it is also the clearest indication yet that both brands will remain in the market. Vodafone uses Clemenger BBDO.
The fate of Vodafone’s media account remains in the air. A media pitch was in play at the time the merger was announced with incumbent Ikon up against PHD and Universal McCann. However, there was speculation that Mitchell’s would try to get in on the act, as the agency already buys media on behalf of 3. Mitchell Communication Group is also the majority owner in this market of MPG, which buys media on behalf of Optus. So if the Vodafone account did end up with Mitchells it would certainly raise questions about competition and conflict issues.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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best job in the world
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