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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : Nov Dec 2010
NEWSMAKERS 24 CAMPAIGNBRIEF NOVEMBER/DECEMBER 2010 adshel.com.au/engagement ADSHEL ENGAGEMENT CAMPAIGNS ACHIEVE 11% HIGHER RECALL OUR OUTDOOR MEMORABLE WITH AN MAKE Y MAKE YOUR OUTDOOR MEMORABLE WITH AN ADSHEL ENGA Audiences remember engaging adver Adshel campaigns with an engagement component such as Adshel Mobile or Adshel Create achie OUR OUTDOOR MEMORABLE WITH AN AIGN GEMENT CAMP GEMENT CAMPAIGN ADSHEL ENGA eha .W tising Audiences remember engaging adver Adshel campaigns with an engagement component such as Adshel verage 11% higher recall than veona Mobile or Adshel Create achie OUR OUTDOOR MEMORABLE WITH AN vered that ve disco eha Adshel campaigns with an engagement component such as Adshel verage 11% higher recall than Using lear with renowned research agency Millw pro your Adshel campaign before it hits the streets. Interested in finding out more? Contact your Adshel s Recall Predictor nings from Adshel’ Using lear with renowned research agency Millw ve that engagement drives recall and help you optimise pro your Adshel campaign before it hits the streets. Interested in finding out more? Contact your Adshel s Recall PredictorTM veloped de , e can now w ard Brown, with renowned research agency Millw ve that engagement drives recall and help you optimise your Adshel campaign before it hits the streets. Interested in finding out more? Contact your Adshel veloped e can now ve that engagement drives recall and help you optimise those with a poster only adshel.com.au/engagement verage 11% higher recall than et science but it is scientific. s not rock . It’ those with a poster only adshel.com.au/engagement verage 11% higher recall than et science but it is scientific. representative or visit us online. representative or visit us online. representative or visit us online. The second Cummins: from 1:1:11 Melbourne startup CumminsRoss offersaone stop shop THERE’SAPRENUPTIAL AGREEMENT in place in case any of the partners fall out, a lesson in due diligence Cummins learnt soon after starting Cummins & Partners when his ini- tial business partner left him high and dry. He held his nerve, recov- ered financially and went on to set up agencies in Melbourne, Brisbane and Sydney before selling half the agency to Nitro in 2007 to become CumminsNitro. When Sapient acquired Nitro globally in 2009, CumminsNitro was one of the agencies that came as part of the package and it was renamed SapientNitro soon after- wards. Prior to the sale there were suggestions Cummins would step in as the global CEO of Nitro but this didn’t appear to be part of the deal struck and soon afterwards Cummins – who didn’t orchestrate the sale – left. Each of the eight partners have equity after investing their own money in the start-up with each person asked to contribute the amount they felt comfortable with and the shareholding split accord- ingly. They are former Wunderman MD Chris Jeffares as managing director; former Mindshare associ- ate Kirsty Muddle as head of media strategy; former national studio manager of Cummins & Partners Steven Tortosa as creative services director; Faye Collay former senior digital producer of Sapient Nitro as head of digital; former independent accountant Monique Swallow as finance director; and Michelle Wensor as head of operations. There’s no foundation client, but the partners are confident that if the worst-case scenario happens and they don’t attract any clients they have the funds to last a year on the start-up capital. Cummins says he hasn’t been on the phone to his for- mer clients, which includes Virgin Blue and Queensland Tourism, which commissioned the Brisbane office to create ‘The Best Job in the World’, the most famous and awarded piece of work to come out of the agency. “I had a few fireside chats with senior respected marketers about this idea and the overwhelming response was ‘thank god... a real one stop shop,” said Cummins. “We’ve not wanted to cold-call, we’ve not wanted to solicit and we’re not wanted to start targeting. Wewanttosetupandtoseewho comes along, because I don’t expect to ring someone up and say, ‘quick, CumminsRoss are on the phone, let’s sack our agency’. I think it takes time. Any client that truly wants and is after a model of every- one in one place will come to us.” Cummins says he and Ross have always worked on a belief that busi- ness is personal, and about relation- ships, which is why they wanted their names on the door rather than a random name, such as Turtle Neck. “It’s all getting a bit passé now that you have a funky name, it only ever is about relationships and we want any client to meet the princi- pals. Could I have everyone’s name on the front? It would have been kind of unwieldy, and they were all happy with that,” he says. The bundling up of all the skills and disciplines in one place under one brand - with new disciplines to be added across branded content, product development, event man- agement and PR as the agency grows - runs counter to recent trends to create specialist divisions within an agency network. “We have - literally - bought in to the simple ideal that all aspects of the advertising and communica- tions function should be in the one place. No fiefdoms, no silos, no divisions. And clients will benefit from this,” says Ross. “If we can build an environment for people to create great work in, that will be sensational.” Ross, who spent the past five years at CHE Melbourne, worked with Cummins for about ten years early in his career in the 90s at Publicis Mojo and George Patterson Bates in Melbourne. He’s also a former creative director and partner of Sean Cummins has teamed with Jason Ross, the former executive creative director of CHE Melbourne, to start a new agency called CumminsRoss, which opens its doors on the numerically symmetrical date 11.1.11. Located in St Kilda, they have assembled a team of eight partners who are ‘best-in-class’ across media, creative, digital, direct and strategy to create a one-stop shop. CB’s Heather Jacobs investigates. The founding CumminsRoss team: Michelle Werner, Sean Cummins, Monique Swallow, Jason Ross, Kirsty Muddle, Chris Jeffares, Steven Tortosa and Faye Collay v
CB NAT FEB 2011