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 in Hybrid.
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 (far right) 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 left): "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."