Cummins&Partners to develop AFL Finals Series campaign

Screen Shot 2013-08-29 at 12.23.19 PMThe AFL has selected Cummins & Partners to develop this seasons AFL Finals Series campaign ahead of the code’s agency of record George Patterson Y&R Melbourne.

Cummins & Partners strategy director Adam Ferrier told Mumbrella: “We’re stoked to be working with the AFL and especially for the Finals Series which is the pinnacle of what the AFL is all about.”

While GPY&R remain as the AFL’s agency of record,  Julian Dunne, AFL head of brand and market insights told Mumbrela the AFL wanted “wider thinking” on this project which sees the body working with Cummins & Partners on a one-off basis.

“It wasn’t a traditional pitch. We threw the opportunity out to a couple of agencies, we just wanted some wider thinking and Cummins & Partners presented us with a great idea. They turned it around really quickly, it was a strong campaign-able idea so we decided to work with them around the finals,” he said.

The campaign will be running from mid-August through the AFL Finals Series.

On whether the AFL would continue to work with Cummins & Partners on future projects Dunne said: “We’ll see how we go and make that decision at a later date.”

The win follows on from the agency being appointed to handle the strategy, creative and media for the Adelaide United Football Club .

“The agency is clicking and we’ve got nice momentum and it’s a good place to be,” said Ferrier.

Cummins & Partners clients include Specsavers, Jeep, Alfa Romeo and Deakin University.

The appointment coincides with the launch of AFL’s Multicultural Round campaign, created by GPY&R.

Celebrating the varied cultures that share a passion for football, the campaign highlights multicultural members of the community with a love for the sport.

One such spot features nine year old Jerry Ng from East Timor who talks through his love of statistics and the AFL.

Miranda Ward


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