Cummins&Partners Sydney named global creative agency for Pernod Ricard Wine

Lindsay Bennett
By Lindsay Bennett | 16 November 2018

Cummins&Partners Sydney has been appointed the global creative and strategy agency for Pernod Ricard Australian Wines portfolio.

The news comes as Cummins&Partners shakes up its leadership team, replacing managing director Dan Ingall with founding partner Kirsty Muddle.

The global duties begin immediately on three of its Australian Wine Brands including Jacob’s Creek, St Hugo and I am George, with Cummins&Partners specifically focused on Australian brands.

It's a major win for Cummin&Partners Sydney which recently transitioned its biggest client, HBF, to its Melbourne office, which resulted in a downsizing of the team.

Cummins&Partners Sydney MD Kirsty Muddle said: "We have had a great relationship with Pernod Ricard over the years and we are honoured to take on this position and work on these brands globally."

Cummins&Partners has worked with the Jacob's Creek brand since 2012 when then CumminsRoss was appointed to handle the brand's tennis sponsorship portfolio.

Cummins&Partners recruited Andre Agassi for its first campaign for Jacob's Creek in a content series. More recently, Novak Djokovic was the star of the Jacob's Creek work.

Pernord Ricard global marketing manager of Australian wine brands Celest Kenny said these campaigns were a great success for the brand.

“We have developed a new model and changed the way we work. I’m personally excited about working with Cummins&Partners again," she said.

The shift follows Pernod Ricard Australia's recent media review, which saw Blue449 pick up the account from Vizeum.


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