Cummins & Partners expands Adobe adtech partnership
Independent creative and media agency Cummins & Partners has announced an extension of its adtech partnership with Adobe, off the back of significant growth in its programmatic and performance media.
The agency first partnered with Adobe for its Adcloud, Dynamic Creative, and Audience Manager three years ago, and Cummins & Partners went on to be the only independent agency to become a launch partner for the Adobe Advertising Admbassador Program.
Cummins & Partners says it has more than doubled the size of its programmatic and performance media over the last twelve months.
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Chief media officer, Paul Murphy, said Cummins & Partners has “benefitted greatly” from the ability to see transparency of tech fees, as well as real-time activity on the aforementioned platforms.
“Our partnerships with adtech leaders such as Adobe have strengthened our relationships with clients and helped to drive an incredible 24 months of growth.
“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.”
Cummins & Partners also revealed that progress has been made on integrating Flashtalking into the Adobe suite, with the capability now being rolled out across several clients.
Director integrated services and partner, Faye Collay, said some clients have already made significant progress using Flashtalking.
“Apart from just the dynamic creative technology, the personalised ‘creative:media’ collaboration has been further enhanced by now encompassing their proprietary attribution platform.
“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 celebrated its 10-year anniversary earlier this year, and recently announced it had joined with PR agency Romano Beck to offer public relations services to clients.
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Zanda Wilson was a reporter and podcast producer at Mumbrella, specialising in radio reporting. He left Mumbrella in September 2021.
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