Former Ikon CEO James Greet has joined Cummins&Partners, taking up the mantle as chief media officer.
Greet departed Ikon in January this year, just 18 months after taking on the role as CEO. He was previously a founding member of PHD in London and headed media strategy for BBH London.
In his new role, Greet will focus on unifying creative and media thinking under the agency's holistic model. He will be based at the agency's Sydney office but has a national remit.
"When I first arrived in Australia in 2002 I remember reading AdNews one day and in particular an angry reader’s letter from some creative named Sean Cummins. “Nothing worse than being given a space to fill by some Media buyer..”, Greet said.
“I wrote him a letter in response: words to the effect of 'Nothing worse than being given an ad to find a home'. 'We should meet', he replied.”
“13 years might well have been a long time to finally meet, but they do say good things come to those that wait,” Greet added.
Greet said the industry continues to splinter and fragment and that the industry should be built around a common purpose of applying creativity to solve clients' business issues.
“However it seems to me that the media agency side of this business is further away from this purpose than ever before,” Greet said.
“The opportunity to continue to define and build what great media and creative thinking can achieve together here at Cummins&Partners was too good to miss.”
Greet's appointment follows the appointment of Rebecca Bezzina from R/GA as MD of Cummins&Partners Sydney earlier this week.
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