The Australian Red Cross Blood Service (ARCBS) has appointed Cummins&Partners as its new media partner following an extensive competitive pitch review.
The media remit has been added to creative services at Cummins&Partners, creating more of a full-service partnership with ARCBS.
Samantha Bartlett, marketing director at ARCBS, said: “We are absolutely delighted to appoint Cummins&Partners as our media agency.
“In a tightly-fought contest, Cummins&Partners showed their passion for our business, coupled with outstanding media and marketing acumen.
“We have had a six-month informal relationship with their media team, giving us the opportunity to appreciate the benefits of a full-service offering.
“As the Australian Red Cross Blood Service evolve in an ever-changing digital market, we need a partner that can seamlessly connect us to our current and future donor base. Full service is proving to be the answer.”
Cummins&Partners CEO Chris Jeffares said: “In the dynamic world of agency models, we feel this is a great acknowledgement that the relationship between creative and media is getting ever closer.
“We enjoyed the process, as it has allowed us to showcase the advancements in the creative-media model.”
Paul Murphy, head of media at Cummins&Partners, said: “Cummins&Partners are delighted to continue our partnership with the team at Australian Red Cross Blood Service.
“Theirs is an essential service offering to the Australian population, of which we are proud to invest ourselves. We believe our work with ARCBS showcases the advantage of creative and media agility, especially around performance and acquisition marketing.
“Beyond the undeniable benefit of additional insight, the efficiency of the single and cohesive team brings speed – essential when blood only lasts for 42 days – and it is something we won’t be wasting.”
Cummins&Partners’ media engagement starts immediately, having already delivered the ’42 – Meaning of Life’ campaign.