Cummins&Partners has named founding partner Kirsty Muddle as the managing director of its Sydney office following the departure of Dan Ingall and an overhaul of its offering.
Ingall joined the business in 2016 following the departure of Rebecca Bezzina and the loss of the Vodafone account. The move marked his return to Australia after leading the JWT Shanghai office for three years.
The Sydney office of Cummins&Partners has had a number of staff shakeups in the four years since it opened its doors.
Founding creative partners Tom Martin and Julian Schreiber exited the agency for Special Group last year and their replacements, Avish Gordhan and Mandie van der Merwe, lasted less than a year leading the creative team.
Muddle said the changes facilitate a new model for the Sydney that will replicate the "faster and smarter" model that has been successful for Cummins&Partners in its New York office.
"We have a juggernaut office in Melbourne that covers all the disciplines in the business. With this centralised system we don’t need to replicate production, digital muscle and backend systems in Sydney or New York," Muddle said.
"So we can travel further faster with a core team that works in a truly unique way. It's a bit proprietorial so I don’t want to say too much…but speed is the special sauce.
"We have been pitching a lot lately with some exciting announcements to follow…but we feel very energized with this way of working. Clients want answers, fast."
Muddle thanked Dan for his "brilliance and patience".
"Dan is an amazing advertising professional who stepped into a tough role during our disengagement from Vodafone and the departure of senior creative personnel," Muddle said.
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