Cummins&Partners has won the creative account for the Australian Red Cross Blood Service, following a competitive pitch.
The appointment is for three years and includes both strategic and creative services. The pitch for the account was held late last year.
Cummins&Partners chief strategy office Adam Ferrier said the agency is excited to be working with such a renowned and respected brand.
“The challenge of getting Australians to donate blood is a tough one. Everyone knows they should, but very few people actually do,” Ferrier said.
“Our behaviour change methodology allowed us to get a strong understanding of the Red Cross Blood Services challenges and develop an idea we are extremely confident will work well.”
Australian Red Cross Blood Service national campaign manager Ben Scales said the strength and Cummins&Partners' strategic and creative thinking led to the account win.
“We were looking for a fresh approach to move the needle – and we've got something we're genuinely excited about,” Scales said.
The Red Cross Blood Service's media account – worth circa $4.6 million - is currently out for pitch and AdNews believes a number of Melbourne-based agencies are still in the running.
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