F.Y.I.

Callum Walker appointed general manager at Cummins and Partners

November 13, 2025 3:21

Cummins and Partners has appointed Callum Walker as its new general manager.

The announcement:

Independent creative agency Cummins & Partners has announced the appointment of Callum Walker as its new general manager, marking the next chapter in the agency’s continued growth and evolution.

Walker joins the leadership team with more than 20 years of experience across Australia and New Zealand, having partnered with some of the region’s most recognisable brands — including Optus, Entain, Lexus, Contact Energy, Partners Life, adidas and McDonald’s.

A strategic and client-focused leader, Callum is known for building high-performing teams, driving business growth, and delivering award-winning creative and media outcomes.

“Callum’s appointment strengthens our ability to deliver integrated, high-impact work for ambitious brands,” said Sean Cummins, Founder of Cummins & Partners.

“He shares our belief that creativity and strategy must work hand in hand — especially in an era where AI and automation are transforming how brands engage audiences.” states Ben McCallum CEO.

“Cummins & Partners has an incredible 30-year legacy. It’s the original innovative independent, bringing creative and media back together to create iconic work for clients. I’m excited about how we apply data and technology to build on that legacy,” comments Callum Walker.

Creativity, Media and AI: A Modern Agency Philosophy

Cummins & Partners has long been recognised for its distinctive model — uniting creative and media under one roof to deliver ideas that change behaviour and grow brands. The agency combines decades of creative and strategic expertise with modern tools, including AI and automation, to explore and stress-test ideas quickly — while relying on commercial insight, lived experience, and creative judgment to shape work that truly resonates.

“Technology will take every brand to a similar place,” Ben McCallum added. “The difference lies in how we interpret data and make it distinctive — how we apply human creativity and strategic experience to create work that earns attention and drives outcomes.”

Cummins & Partners views attention as the most accountable currency in modern marketing — earning it through emotionally resonant creative and converting it through strategically-led, data-fuelled media. The agency partners with brands seeking ideas people enjoy and media that delivers against metrics that matter.

Farewell and Thanks to Sarah Raine

The agency also announced the departure of Sarah Raine, who has played an important role in the agency’s success over the past two years.

“Sarah has made a fantastic contribution to Cummins & Partners and to our clients,” Ben McCallum said. “She leaves knowing the agency is in great shape and we wish her every success in the future.”