Sean Cummins: Adelaide hasn’t seen a new agency of our stature for 20 years; we’d launch in New York before Sydney

CumminsRoss’s new Adelaide office

Ad agency CumminsRoss is aiming to triple in size in South Australia over the next 12 months, with outspoken boss Sean Cummins saying “Adelaide hasn’t seen a new agency of our stature for 20 years.”

CumminsRoss opened in Adelaide in February 2012, and its CEO reckons by this time next year the agency will have grown to 30 people – triple its current size.

The agency has just moved into new premises, from Pirie Street to a 8,000 square feet office on Angas Street, which has room for 60 people.

“We have made a significant investment in people and premises. And hope to number 30 people by end of 2013. CumminsRoss SA is here to stay,” he said.

CumminsRoss SA launched as a full service agency, with media and production inhouse, appointing Bronwen Gwynn-Jones from Jigsaw Media Solutions as founding partner. Clients now include Vok Beverages, Marine Parks SA and Adelaide Hilton.

“Adelaide hasn’t seen a new agency of our stature for 20 years,” Cummins said.

CumminsRoss launched its Melbourne base in January 2011. It now has 72 staff. Clients include Chrysler, Fonterra, Asahi and Jacob’s Creek.

At Mumbrella Question in Melbourne in August, Cummins said he had no plans to launch in Sydney – and Sydney remains off his radar, for now.

“If we were approached by key people who want to start the one stop shop model there representing all the disciplines we would consider them. But it’s not a priority.”

“New York will happen before Sydney,” he said.

Among CumminsRoss SA’s recent work was a campaign for Vok Beverages’ Bearded Lady bourbon, which featured a transexual using a urinal, and a stunt involving scooters ridden 2,800km across Australia towing ads for Vok Beverages’ Rebellion Bay Spiced Rum.


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