Sean Cummins, founder of Cummins and Partners in 1997 which then became Cummins Nitro, is bouncing back into the industry he quit a year ago by launching Cummins Ross in Melbourne with long-time partner Jason Ross.
Cummins says the agency will be an example of the ‘New Advertising’ but in fact Cummins Ross looks remarkably like the old advertising, offering a full service including media planning and buying.
Cummins says that adverts have been the poorer for the 20-year split between creative and media and, unlike various big agencies and their holding companies who are trying to put the two back together again, he’s doing it from day one.
The new agency will certainly be a lively addition to the Aussie advertising scene which is booming as clients and the marcoms networks increasingly see it as the best base for many activities in Asia Pacific.
Cummins’ most famous work is probably his ‘best job in the world’ campaign for Tourism Queensland which attracted thousands of applications (it involved looking after a tropical island off Queensland) and was a huge YouTube hit.