Cummins & Partners, Adelaide merges with local independent Hybrid to form CumminsHybrid

Having promised to shake up the industry in Adelaide with the launch of Cummins&Partners, this goal has now gathered further momentum through the merger with leading local independent Hybrid.

The creation of CumminsHybrid creates arguably Australia’s largest independent agency network across Melbourne, Sydney and Adelaide.

The agency leverages off the Creative:Media fusion that Cummins&Partners have become synonymous with and consistently awarded for, whilst complimenting this with the innovation, digital and design strengths of the Hybrid team.

Rob Porcaro (pictured above, third from left) will take on the managing director role of CumminsHybrid, with his long term partner, Craig Jackson (left) will take on the executive creative director role and Bronwen Gwynn-Jones (second from left) assumes the role of managing partner.

“When we launched Hybrid in Adelaide, we had grand ambitions that were based around our desire to be fiercely entrepreneurial with the freedom of an independent. Our vision included reimagining the agency model and we have had great success over that journey – winning pitches, building brands, and launching our own products and brands via our IP commercialisation and start-up investment company Hybrid O2,” says Porcaro.

“But we believe that the time is right to be even more ambitious in our thinking as we now have the foundations in place that can act as a springboard to even greater success.”

Discussions between the agencies accelerated during the last few months, as the opportunity to build a powerhouse agency that fused two capabilities together became clear.

Says Cummins&Partners CEO, Chris Jeffares (far right): “Cummins&Partners and Hybrid share a kindred spirit for entrepreneurship, as our growth highlights, and we see the combined breadth of services as a real benefit to clients. There is an ever-increasing need for these diversified capabilities and in Rob, Craig and Bronwen, we have great leaders and client partners.

“Most of us joined this industry we love for its creativity, innovation, pace and culture. We constantly embrace change as our lifeblood, and we constantly want to create and embrace new opportunities. That’s what CumminsHybrid will create.”