Sean Cummins returns with full service agency Cummins Ross

cummins_ross_logoSean Cummins – one of the biggest personalities in the Australian advertising industry – has signalled his return with the launch of a new agency early next year.

Cummins Ross – in partnership with former colleague Jason Ross and six others – officially opens its doors in Melbourne on January 11. It will be a full service agency including offering media planning and buying.

Cummins Ross Michelle Wensor Sean Cummins Monique Swallow Jason Ross Kirsty Muddle Chris Jeffares Steven Tortosa Faye CollayThe other partners – who have all bought into the company – are:

  • Managing Director: Former Wunderman MD Chris Jeffares;
  • Head of Media Strategy: Former Mindshare Associate Partner Kirsty Muddle
  • Creative Services Director: Steven Tortosa, former national studio manager of Cummins & Partners
  • Head of Digital: Faye Collay,  former senior digital producer of Sapient Nitro
  • Finance Director: Monique Swallow former independent accountant
  • Head of Operations: Michelle Wensor  

Cummins and Ross have known each other for more than 20 years.

“When we thought about what sort of agency we wanted to have, we knew it couldn’t be just a couple of creative guys sitting at a coffee shop” said Cummins. “We started talking about what we have called the New Advertising. It’s not just about digital, social media or all the journalese in the industry currently. We believe in an offering that creates this type of ‘no line’ thinking. So we are opening an agency that has Media, Digital Creative, Direct and Strategy from day one.”

Ross added: “It’s about a new era in advertising that is more personal, more relevant, more global, operates in real time – that means faster and cheaper – and is powered by constantly evolving technology.”

Acknowledging that the model goes back to a time before media split away from creative, Cummins said: “Specialists are ruining the industry and bringing down the standards of the work. By definition ‘specialists’ are not collaborators. We believe in collaboration of talents and technology.

“Advertising has been the poorer for the split up of these disciplines. And now, traditional agencies are scrambling to find ways to bring their various ‘brands’ back together. We can do it from day one.”

The agency has not announced a foundation client.

Ross said: “We have no clients at this stage but we have a lot to offer. So we hope to start fast. Whilst we are based in Melbourne, both Sean and I will be aiming to have an offering in Asia within 12 months. This may come from our own investment, or we may strike an alliance with a network that shares similar ambitions. We have chatted with a few.”

Sean Cummins previous venture was Cummins Nitro – since renamed Sapient Nitro – which created the Best Job In The World competition for Tourism Australia, one of the most awarded campaigns of all time.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.