Cummins&Partners merges Adelaide office with local indie

Lindsay Bennett
By Lindsay Bennett | 2 February 2017

Cummins&Partners Adelaide has merged with local independent Hybrid in a bid to offer clients a more rounded full-service agency that will stay at the forefront of a rapidly changing industry. 

The merged entity will be known as CumminsHybrid, with current Cummins&Partners staff moving out of their Adelaide office and into the Hybrid building.

Cummins Hybrid MD Rob Porcaro, who will lead the new venture, tells AdNews that there are no plans for staff redundancies to be made, with all the clients from both agencies coming across in the merger.

“Transition to one single entity has run smoothly and there was no client fall out or duplication of roles, so we have no plans to cut staff, rather we will likely need to bring on new people,” he says.

“Agencies are changing and clients’ needs are changing. More are requiring media done internally, so with CumminsHybrid we are able to restructure various areas of the business and do more in-house."

cumminshybridCummins Hybrid (L-R): Craig Jackson, Bronwen Gwynn-Jones, Rob Porcaro and Chris Jeffares

Hybrid ECD Craig Jackson will lead CumminsHybrid’s creative offering, with Cummins’ South Australia’s managing director Bronwen Gwynn-Jones taking title of managing partner within the new operation.

Hybrid launched in Adelaide seven years ago and while Porcaro says the agency had great success, he believes this next venture can better meet client demands.

“We believe that the time is right to be even more ambitious in our thinking as we now have the foundations in place that can act as a springboard to even greater success," he says.

Cummins&Partners Australia CEO Chris Jeffares says the agencies "share a kindred spirit".

“Cummins&Partners and Hybrid share a kindred spirit for entrepreneurship, as our growth highlights, and we see the combined breadth of services as a real benefit to clients. There is an ever-increasing need for these diversified capabilities and in Rob, Craig and Bronwen, we have great leaders and client partners," he says.

“Most of us joined this industry we love for its creativity, innovation, pace and culture. We constantly embrace change aour lifeblood, and we constantly want to create and embrace new opportunities. That’s what Cummins Hybrid will create."

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