Cummins & Partners has been handed an expanded remit by McCain with the agency now overseeing media duties as well as strategic and creative work for the frozen food brand.
The agency welcomed the move, saying it has long argued for media and creative to be handled by one agency “after years of fragmentation”.
“The partnership between creative and media is more important than ever before,” it said in a statement.
McCain said it was already seeing the benefits.
“We’re seeing the advantages of the alliance between creative and media in both our partnership and our work – and we’re excited to continue that alongside the team at Cummins & Partners,” head of communications and insights Karen Ramsay said.
The first joint creative/media work – for McCain Pub Style Chips – is already in market and centres around a pub trivia night in partnership with Nova.
Nova listeners have been entering their teams into the trivia night, with a $50,000 prize up for grabs.
Cummins & Partners head pf media Meredith Ansoul said: “It’s been really energising to work with McCain and be part of a team collaborating seamlessly to produce great work. McCain’s products are iconic to Aussies, and we can’t wait to ignite this consumer connection through all the work we do at Cummins & Partners.”
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