CumminsRoss has retained the CGU Insurance advertising account following a competitive pitch process.

CGU Insurance has been with CumminsRoss since the agency’s launch in 2011, following chief executive Sean Cummins from Cummins & Partners.

Cummins was the mastermind behind the CGU ‘Bill the Alpaca Breeder’ campaign (below).

CGU’s Chris Jackson said the brand pitched its business to the Melbourne market because it plans to invest in an above-the-line advertising campaign in 2014.

“The competitive pitch process saw some impressive creative work from Melbourne’s leading agencies. The breadth of talent in the marketplace is inspiring and this made our decision a difficult one,” Jackson, national manager of brand and corporate communications, said.

“CumminsRoss delivered a compelling translation of our brand positioning which we are confident will resonate strongly with our customers, partners and our people.”

Cummins added: "This is the first time we've had a chance to work with a company who has created a platform built from the ground up, so every agency was starting from scratch and we feel fortunate we got over the line.”

“With the calibre of agencies we were up against, at no time did we feel like a sure thing. But we've created a campaign that we hope will be one that lasts many many years and we're very proud of it. We look forward to starting afresh with CGU."