Cummins returns to the industry

By Helen Hull | 19 November 2010

Sean Cummins, the founder of Cummins & Partners, now SapientNitro, has signalled his return to the advertising industry with plans to launch an agency his claims will introduce "the new advertising".

In a statement released today Cummins, a 25 year veteran of the industry, said: "On Friday November 26th, I will be announcing a new venture. Whilst it will signal my return to the advertising industry it will be more exciting for the style of business and the calibre of people with whom I will be partnering.

"It's not about a new advertising agency, it's about what I hope is 'The New Advertising'."

Cummins, who founded ad agency Cummins & Partners in 1997, quit 12 months ago, after US-based interactive IT consulting company Sapient acquired Nitro Group and the agency was subsequently rebranded SapientNitro.

The agency saw unprecedented global award success with Tourism Queensland's "Best Job in the World" campaign.

Cummins was recognised with a Melbourne Advertising and Design Club (MADC) Honorary Life Membership at its awards in August.

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