Cummins & Partners appoints Callum Walker to GM as Sarah Raine departs after two years
Independent creative agency Cummins & Partners has announced the appointment of Callum Walker as its new General Manager, marking the next chapter in the agency’s continued growth and evolution, as current GM Sarah Raine departs after two years with the business.
Raine joined the agency from Special Melbourne, where she held the role of Managing Director. Prior to Special, she was General Manager at Bullfrog, joining in July 2021 following nearly six years at CHEP Network.
Says Ben McCallum, CEO, Cummins & Partners: “Sarah has made a fantastic contribution to Cummins & Partners and to our clients. She leaves knowing the agency is in great shape and we wish her every success in the future.”
A strategic and client-focused leader, Walker is known for building high-performing teams, driving business growth, and delivering award-winning creative and media outcomes. He joins from Special New Zealand, where he was Head of Business Management, following two and a half years at M&C Saatchi. Prior to that, Walker held senior roles at iris Sydney, Clemenger BBDO, Host and DDB.
“Callum’s appointment strengthens our ability to deliver integrated, high-impact work for ambitious brands,” says Sean Cummins, Founder of Cummins & Partners.
Says Ben McCallum, CEO, Cummins & Partners: “He shares our belief that creativity and strategy must work hand in hand — especially in an era where AI and automation are transforming how brands engage audiences.”
Says Walker: “Cummins & Partners has an incredible 30-year legacy. It’s the original innovative independent, bringing creative and media back together to create iconic work for clients. I’m excited about how we apply data and technology to build on that legacy.”
Cummins & Partners has long been recognised for its distinctive model — uniting creative and media under one roof to deliver ideas that change behaviour and grow brands. The agency combines decades of creative and strategic expertise with modern tools, including AI and automation, to explore and stress-test ideas quickly — while relying on commercial insight, lived experience, and creative judgment to shape work that truly resonates.
Says McCallum: “Technology will take every brand to a similar place. The difference lies in how we interpret data and make it distinctive — how we apply human creativity and strategic experience to create work that earns attention and drives outcomes.”
Cummins & Partners views attention as the most accountable currency in modern marketing — earning it through emotionally resonant creative and converting it through strategically-led, data-fuelled media. The agency partners with brands seeking ideas people enjoy and media that delivers against metrics that matter.
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