Vodafone confirms Cummins&Partners as creative agency

20 November 2014
Vodafone takes to the streets.

Cummins&Partners has won a four-year contract to handle creative duties for Vodafone, as  revealed by AdNews last month.

The news comes amid a raft of movement in the telco industry. AdNews understands Telstra is close to announcing a new head of marketing to replace Mark Buckman. The CMO spot has been vacant since Buckman departed last month for the UK. Adam Good has taken on responsibility for the media side of the business on an interim basis. It's thought that the telco was close to appointing an overseas marketer to fill the spot, but it didn't eventuate.

Meanwhile, Vodafone said Cummins&Partners woul have “full strategic and creative scope across all communications channels”.

The agency is thought to be considering the launch of a Sydney shop to service the Sydney-based client.

Cummins beat JWT and McCann Melbourne in the final stages of the pitch, and there had been speculation that a portion of the account may have been split out and handed to one of the other agencies. It does not appear to have transpired.

The telco said the agency was awarded the work because of the “clarity with which its team demonstrated a deep understanding of the brand’s strategic direction, supported by a strong creative idea and innovative go-to-market approach”.

“We are confident that Cummins&Partners will deliver a strong, differentiated and enduring creative platform for Vodafone’s brand in Australia,” said newly appointed general manager of brand Nilanjan Sarkar.

“This is an exciting time for the Vodafone brand in Australia, following several years where our focus has very much been leveraging the $3 billion we have invested in our network. With the brand’s turnaround journey almost complete, we are now able to focus more on our strengths as a brand and what sets us apart from our competitors.”

Yesterday, AdNews revealed that the telco has appointed Loo Fun Chee from Philippines telco Globe Telecom as CMO, to replace Kim Clarke.

Cummins&Partners managing director Chris Jeffares said: “We are incredibly excited to be working with a world-class brand such as Vodafone. We had great fun pitching for the business, which is always a good sign.”

“It is a fascinating time of change in the telecommunications industry – globally and locally – and we look forward to delivering communications solutions that inspire action and drive behavioural change.”

The contract begins on 5 January 2015.

For more news:

Cummins odds on to win Vodafone creative
Cummins&Partners set to open Sydney shop

Vodafone names new CMO

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