Cummins & Partners joins with PR agency Romano Beck

Cummins & Partners will now provide public relations services in addition to its creative and media offerings, following a partnership struck with independent agency Romano Beck.

The Romano Beck team will now take residence in the Cummins & Partners Melbourne and Sydney officers, with the partnership set to allow for what Sean Cummins is calling a “holy trinity” approach for clients.

Chief creative officer Cummins said the two businesses have shared clients in the past, and have clearly aligned values with one another.

“I’ve always had a great sense of curiosity and respect for what I term the mercurial dark art of public relations, and have felt for some time we needed the holy trinity of creative, media and PR under one roof.

“Our businesses have been courting each other for some time and with current client synergies, shared client journeys in the past, a shared head office in St Kilda, and most importantly, aligned values from their executive and ours, it already feels like they’ve been in the building since the beginning.”

Romano Beck founders Judy Romano and Gareth Beck

AS a result of the partnership, Cummins&Partners will now provide PR, corporate communication, event management, sponsorship, talent procurement and publicity, and influencer engagement and additional social capabilities through Romano Beck.

Romano Beck founders Judy Romano and Gareth Beck said such a partnership is necessary to keep up with the way that PR has changed over the years.

“When we started the business seven years ago, we said PR is changing, and so are we. The days of pumping out media releases to disinterested journalists are gone, and we work harder than ever before to influence.”

“Our partnership with Cummins&Partners is an exciting moment for us. Working hand in glove with creative and media is how we have always played, and formalising our offering builds a strong foundation for future growth and innovation.”

Romano Beck’s clients include L’Oréal, Piper-Heidsieck Champagne, Chadstone – The Fashion Capital, F45 Training, The Victoria Racing Club, Mercedes-Benz Sydney & Melbourne dealerships and Longines.

Cummins recently hit out at other creative agencies, including Thinkerbell, M&C Saatchi, The Monkeys, TBWA and Howatson + White for ‘poaching’ staff from Cummins & Partners, forcing him to make six new creative hires.


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