Vodafone picks cummins&partners as new creative agency after competitive pitch
Following a competitive three-way pitch process Vodafone has signed a four-year contract with cummins&partners tasked with full strategic and creative scope across all communications channels.
Vodafone says cummins&partners won the pitch due to the clarity with which its team demonstrated a deep understanding of the brand’s strategic direction, supported by a strong creative idea and innovative go-to-market approach.
Says Nilanjan Sarkar, newly appointed general manager of brand, Vodafone: “We are confident that cummins&partners will deliver a strong, differentiated and enduring creative platform for Vodafone’s brand in Australia.
“This is an exciting time for the Vodafone brand in Australia following several years where our focus has very much been leveraging the $3 billion we have invested in our network. With the brand’s turnaround journey almost complete, we are now able to focus more on our strengths as a brand and what sets us apart from our competitors.
“Cummins&Partners impressed us with their ability to deliver a strategic, creative idea that can be executed in an engaging way. Most importantly, there’s a great synergy evident between our two teams. We look forward to working together.”
Says Chris Jeffares, managing director, cummins&partners: “We are incredibly excited to be working with a world-class brand such as Vodafone. We had great fun pitching for the business, which is always a good sign.
“It is a fascinating time of change in the telecommunications industry – globally and locally – and we look forward to delivering communications solutions that inspire action and drive behavioural change.”
cummins&partners will begin working with Vodafone on January 5, 2014.
17 Comments
all hail cummins
I think there’s a new sheriff in town
Awesome result cummins.
advice to cummins:::: take your 2 year stint, milk for all it’s worth then expect the inevitable pitch process from the next marketing director they install. maybe try and get 1 decent idea off that’s around the edges
What sets Vodafone apart from their competitors is terrible coverage, so I look forward to the campaign…
Well done Cummins by the way.
What next: the Iraqi tourist board?
Enjoy your four years!!
Good luck wrestling that alligator boys, it’s a nasty one.
4 years…try 2 max
Well good job Cummins and Partners. The proof will be in the pudding, but good on them for putting themselves out there. I hope it works. It feels like they are on/in everything at the moment.
woof. good one.
and to work across all the channels in one shop. well done.
Respect
Their coverage has got a lot better in the past couple years. Now it’s Cummins’ job to convince everyone this. I’d say that’s a pretty good brief to work on.
Arantxa I don’t know where you use your phone but I found Vodafone F@$&/)&:@ useless.Hello Optus!
Lets not get too excited.
The pitch was JWT, McCann and Cummins. That says they are a client who wants safe and nothing more.
Cummins was the outlier and they won on great people, the work will be average just like Optus and Telstra. They all have the same products and services and show them in the same ways with varying success.
Hi Calibre.
You mean McCann Melbourne, who were the most awarded agency in the world last year, JWT Sydney who have kicked goals with campaigns like Touch Myself, and Cummins who have been doing rather well lately too?
I’d say its actually quite a cool list.
Vodafone usually pick good agencies when they do their biennial pitch. Then treat them like dirt.
That said, I’m sure you’re right and the work will be average.
The client doesn’t want to mention the improvements in their network (they think people already know and that they will respond better to a lifestyle campaign), and all work for said lifestyle campaign must fit in with their global Power To You thing, which is beyond bland.
And, as per today’s SMH, they are looking at selling the business anyway.
Were I offered a job from Cummins on the back of this win, I’d be treating it like a longish freelance assignment.
Nice win for Cummins. Congratulations.
Pros:
Makes a few mill in fees in the 2 years you’ll have it
Enables agency to invest in growth / raucous Christmas party
Cons:
Will burn out, alienate and demotivate half your staff
Will need to retrench some good people at the end of the two years.
Conclusion:
Great for the agency owners, business as usual for the underlings
Aren’t all our jobs in advertising ‘longish freelance assignments’?