CumminsRoss has held on to foundation client CGU Insurance following a competitive pitch for creative services.
The insurer said that it had been a tough decision, due to the high quality creative work coming out of Melbourne's agencies.
"The breadth of talent in the marketplace is inspiring and this made our decision a difficult one [but] we are delighted to continue our relationship with CumminsRoss, said Chris Jackson, national manager, CGU brand & corporate communications.
“CGU is planning to re-invest in its brand through an above-the-line campaign in 2014. As a result, we felt this was an appropriate time to review our advertising creative partner.
“CumminsRoss delivered a compelling translation of our brand positioning which we are confident will resonate strongly with our customers, partners and our people.”
CumminsRoss CEO Sean Cummins agreed that at no time did the firm feel it was nailed on.
"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."
CGU Insurance is one of the agency's founder clients with Cummins behind the iconic CGU campaign Bill the Alpaca Breeder while at Cummins & Partners.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.