Vodafone splits from Cummins&Partners, on hunt for new creative

Lindsay Bennett
By Lindsay Bennett | 22 December 2016

Vodafone is on the hunt for a new agency after announcing it is ending its relationship with Cummins&Partners.

Cummins&Partners has only been working with Vodafone for two years, opening up a Sydney agency shortly after it won the account in late 2014.

Natasa Zunic, Vodafone’s general manager of brand and communications, says the agency played a big role in the turnaround of the company.

“We would like to thank Cummins&Partners for their tireless work over the last two years in developing our successful network demonstration campaigns,” she says.

“Their understanding of the category and market challenges have made them a great partner through the turnaround of this company.”

Vodafone says the decision will give the company the opportunity to review its agency needs in preparation for the next stage of business growth.

Cummins&Partners CEO Chris Jeffares says: “Vodafone is a fantastic global brand and we have enjoyed re-establishing their challenger position in an incredibly dynamic industry and successfully reaffirming Vodafone’s network capabilities.

“The team has worked hard to create strong brand and customer momentum, and we wish Vodafone every success in the future.”

Earlier this year, Vodafone moved its media buying and planning duties from Bohemia to a bespoke GroupM media unit called Team Red as part of a global realignment.

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