According to reports in the Australian media, Cummins is planning to take a break from the advertising industry. He has been replaced in Australia by Michael Branagh, managing director of SapientNitro Brisbane.
Sapient is to buy Cummins’ 50 per cent equity stake in the agency he founded in the Australian market, which has offices in Melbourne, Sydney and Brisbane.
Cummins extended his role internationally last year, taking on responsibility for Nitro in Tokyo, Shanghai, Mumbai and Dubai as well as Australia.
Nitro took a 50 per cent stake in Cummins & Partners in 2007, resulting in the rebranding of the agency as Cumminsnitro in Australia.
In June, Cumminsnitro was awarded a clutch of Grand Prix at Cannes for its widely publicised ‘Best job in the world’ campaign for Tourism Queensland.
Sapient acquired Nitro Group in June.
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