Former Cummins & Partners media boss launches new agency

June 25, 2025 10:51

Former Cummins & Partners media boss Luke Maher says the traditional media agency model is “past its use-by date”. He is now flipping the script with the launch of Superhuman, Mumbrella can reveal.

Maher is launching the independent media agency to be “faster, smarter, and powered by AI”.

He described it as an agency for “modern marketers”, one that is built on an AI-first operating system, backed by talent. He told Mumbrella that Superhuman “promises to deliver modern media thinking at startup velocity”.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.

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3 COMMENTS

Metaverse 25 Jun 25

Another AI agency that will just drive clients back to actual humans working on their accounts.

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Two Day Wonder 26 Jun 25

I appreciate I’m an old fart from the days of bloated media agency past, but in my 30+ years I have never seen an intractable business challenge solved plus a smart, integrated creative idea developed – on demand, every time – all within 48-hours. I guess it depends upon your definitions of intractable and creative.

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Congrats 27 Jun 25

Talks a good game I sincerely hope he backs it up the industry needs this

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