Nitro drops Cummins name in Australia - now known as Sapient Nitro in all markets
As of today, cumminsnitro has adopted the worldwide name of Sapient Nitro.Australian Chief Executive Sean Cummins (left) said the name change was an inevitable part of belonging to a worldwide network: "I have never had an ego about my name. Just what the name represents. We have been a world-class independent Australian agency. Now we can be that and more."
In a deal which saw Sapient acquire mini global network Nitro, the formerly known cummins&partners Australia was part of the deal.
Says
Cummins: "It makes sense to be a representative of the world brand
here. Not just a local outpost bolted onto a global name. We aim to
bring the grunt of Sapient's technological expertise here, so the new
name creates that mission.
"Naturally there is ongoing equity in the Cummins brand. We have won Agency of the Year titles more times than most agencies in Australia. And our star at Cannes 2009, winning a world-record 3 Grand Prix and 5 Gold lions, has never been brighter. And will be hard to diminish.
"The clumsiness of bolting 3 names together doesn't make sense. I wouldn't suggest it for a client brand. And I wouldn't for this." Cummins adds.
"Naturally there is ongoing equity in the Cummins brand. We have won Agency of the Year titles more times than most agencies in Australia. And our star at Cannes 2009, winning a world-record 3 Grand Prix and 5 Gold lions, has never been brighter. And will be hard to diminish.
"The clumsiness of bolting 3 names together doesn't make sense. I wouldn't suggest it for a client brand. And I wouldn't for this." Cummins adds.
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Wasn't Sapient Nitro the Decepticon that turned into an ice cream van?
Don't get me started.
LOL ebert
The former chief executive national president and grandmaster of Cummins & Partners said "I have never had an ego about my name, just when I started my agency I couldn't think of a better name for it."
Legend.
I heard they were originally thinking of calling the whole network 'Blue Steel'
So very cool. Congratulations Sean.
I will miss the C&P name in the market.
So many green eyed monsters. Very sad people.
Cummins & Partners kicked ass. CumminsNitro have been kicking ass. Get over yourselves.
ps: I don't work for Sean
AK
"We have been a world-class independent Australian agency. Now we can be that and more."
True, except for the bit about being independent, Sean. Selling part of your business unfortunately takes away your right to be able to say that.
Cummins Nitro was alway a potential anagram nightmare
How long is the non-complete clause for?
wordhammer said:
Cummins Nitro was alway a potential anagram nightmare
Now THAT is funny! Even you'd have to pay that one Sean?
My name is Hans Scorpio. Can I have a job there?
I have an underground bunker with missiles pointed on every major city.
If you can learn one thing from Sean, it's that he's always selling. Whether it's himself, his business, his clients or whatever, he's always selling.
Yeah Sean, like you had a say on it.
Yes, Wordhammer's cracked it.
Punch Cummins Nitro into http://wordsmith.org/anagram/hof.html and amuse yourself for hours.
Sapient Nitro? I thought their guitarist OD'd back in '72. Let me know when they're playing the Brisbane Exhibition Centre.
Sapient Nitro? I'm delighted they've reformed. 'Oil me up like a cheetah' was top of the Glam Rock charts for a record 18 months back in '72. Let me know when they play the Brisbane Exhibition Centre.
Worst Name in the World?
Yes you're right wordhammer has cracked it...
CUMMINSNITRO = 3 Grand Prix and 5 Gold lions
The Best Fluke in The World.
Oh, Wordhammer. Are you single?
Obviously it's a case of The Bold and the Restless.
Cummins Nitro Sapient
CNS
Pleeeeease merge with someone beginning with T
"The clumsiness of bolting 3 names together doesn't make sense. I wouldn't suggest it for a client brand." The man doth protest too much me thinks. Try telling that to Abbott Mead Vickers, Crispin Porter Bogusky or TBWA Hunt Lascaris.
The soft filter 80's photo you've been using for the past 20 years is well and truly past us. Change it... let's have a look at ya...
cummins insider:
Just an fyi.
It was Sean's decision. Trust me on that.
Secondly, if anyone thinks Cummins Sapient Nitro sounds good maybe you should get out of the business. Three Surnames? Yes they work. But one adjective one noun and a proper noun? Hmmm.
And finally Sean is as happy as I have ever seen him. He built his business, his brand and he sold it successfully. He is an inspiration.
So why knock him?
Cummins Insider
Sapient is such a wickedly 80s awesomeness name for PVC pants.
We can only hope, 3:57 Sept 1 that he sold the purple Monaro.
Straight out of an Austin Powers movie
What do you have to do to be a "Cummins Insider"?