Following a competitive pitch process Vodafone has signed a four-year contract with creative agency Cummins&Partners.

Cummins&Partners will have full strategic and creative scope across all communications channels.

“We are confident that Cummins&Partners will deliver a strong, differentiated and enduring creative platform for Vodafone’s brand in Australia,” said newly appointed general manager of brand, Nilanjan Sarkar.

“This is an exciting time for the Vodafone brand in Australia following several years where our focus has very much been leveraging the $3 billion we have invested in our network. With the brand’s turnaround journey almost complete, we are now able to focus more on our strengths as a brand and what sets us apart from our competitors.”

Vodafone says Cummins&Partners won the pitch due to the clarity with which its team demonstrated a deep understanding of the brand’s strategic direction, supported by a strong creative idea and innovative go-to-market approach.

“Cummins&Partners impressed us with their ability to deliver a strategic, creative idea that can be executed in an engaging way,” said Sarkar. “Most importantly, there’s a great synergy evident between our two teams. We look forward to working together.”

Cummins&Partners managing director Chris Jeffares said, “We are incredibly excited to be working with a world-class brand such as Vodafone. We had great fun pitching for the business, which is always a good sign.”

“It is a fascinating time of change in the telecommunications industry – globally and locally – and we look forward to delivering communications solutions that inspire action and drive behavioural change,” said Jeffares.

Cummins&Partners will begin working with Vodafone on January 5, 2014.