Circles.Life appoints Cummins&Partners and Mediahub

Maha Obeid
By Maha Obeid | 1 November 2021
Circles.Life head of marketing Emilie Chell

Digital telco Circles.Life has appointed creative agency Cummins&Partners and media agency Mediahub, after a highly-competitive pitch process.

The duo will launch Circles.Life’s first creative campaign in Australia this month, through the new brand platform Switch To You.

Circles.Life is a lifestyle and entertainment brand targeting young Australians.

Cummins&Partners has developed the creative brand concept Switch To You, which will be rolled out in November across a range of media placements and brings to life Circles.Life’s customer centricity.

Cummins&Partners CEO Kirsty Muddle says the agency values Circles.Life’s “challenger proposition”.

“We’re excited to launch this brand campaign and honor the bravery it took for them to create a telco willing to play differently in the Australian market,” says Muddle.

Mediahub will be responsible for all of Circles.Life’s media as well as providing tech and analytics support in the performance marketing space.

Mediahub executive director Andrew Livingston says Circles.Life “seeks to reset the mobile landscape” for its customers.

“We were confident that Mediahub’s challenger positioning would resonate well with the team at Circles.Life and are delighted to have achieved this fantastic win,” says Livingston.

“This partnership reflects our shared values; to take risks and disrupt, whilst delivering standout work that delivers real business results.”

Circles.Life head of marketing Emilie Chell says both agencies have "shown an exceptional understanding for what we’re trying to do in the Australian market, and we couldn’t be more excited to have them on board".

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