McCain goes full-service, moving $10m in media to creative partner Cummins&Partners

News 9 Nov 2021 - 3 min read

McCain goes full-service, moving $10m in media to creative partner Cummins&Partners

By Sam Buckingham-Jones - Senior Writer

McCain ANZ appoints Cummins&Partners to its media account.

"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," Meredith Ansoul, Head of Media for Cummins&Partners, said.

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Tags: media pitch full service integrated advertising FMCG Cummins & Partners

McCain has handed its sizeable media account to its long-standing creative agency, Cummins&Partners, which is looking to re-integrate media, strategy and creative. "We're already seeing the advantages of the alliance between creative and media," says Karen Ramsay, McCain ANZ’s Head of Communications and Insights.

What you need to know:

McCain ANZ has appointed Cummins&Partners as its full service agency, adding media to its existing creative and strategy work.
The account, which was previously held by Carat, is believed to be worth more than $10 million.
McCain’s Head of Communications and Insights in Australia and New Zealand, Karen Ramsay, says the company is already seeing the benefits of integrating the two disciplines.

McCain ANZ has named Cummins&Partners as its full-service shop, adding its estimated $10 million local media account to the agency’s long standing strategic and creative remit.

The Canadian company, which sells frozen meals, pizza, and vegetables, says the integration is already paying dividends.

“We’re already seeing the advantages of the alliance between creative and media in both our partnership and our work,” Karen Ramsay, McCain ANZ’s Head of Communications and Insights, said.

It’s understood the account moved from Carat to Cummins&Partners.

“We were working with the creative and strategy team, but there was something missing there,” Meredith Ansoul, Head of Media for Cummins&Partners, said.

“There is this magic that happens when you combine creative and media, it’s easier and you can connect the dots.” The agency says it is pushing for a return of media and creative to work together again, after years of “industry fragmentation” in Australia.

The first full-service campaign from the agency is in market for McCain Pub Style Chips. It centres around a pub trivia night hosted by The Betoota Advocate’s Clancy Overall and Errol Parker.