The competitive pitch for Vodafone began in June this year. Cummins&Partners has been appointed. Vodafone has signed a four-year contract with its new creative agency and Cummins&Partners will begin work on the account on January 5, 2015.

The agency is believed to have beaten JWT, Whybin/TBWA, and McCann to the account.

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

The pitch was won by Cummins&Partners, Vodafone stated, because it 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. Most importantly, there’s a great synergy evident between our two teams. We look forward to working together,” Vodafone’s new general manager of brand, Nilanjan Sarkar, commented.

“We are confident that Cummins&Partners will deliver a strong, differentiated and enduring creative platform for Vodafone’s brand in Australia.

“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.”

The three year old agency has already announced that it will be add a Sydney office to those in Melbourne, Adelaide and New York. The New York office opened in Tribeca in the first week of May this year.

Cummins & Partners also won Specsavers from McCann in June and Tourism WA from Host during 2014. It was appointed to handle Adelaide United Football Club’s strategy, creative and media in July.

Cummins&Partners managing director, Chris Jeffares, noted, “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.