Cummins&Partners appoints WPP’s Tom Willson as Head of Media

Independent creative agency Cummins&Partners has continued its expansion with the appointment of Tom Willson as Head of Media, further strengthening the agency’s integrated offering and investment in strategic media capability.

Willson joins Cummins&Partners from WPP, where he built extensive experience delivering media strategy and planning for leading national and international brands. He brings deep expertise across media strategy, performance, data & tech and client leadership adding significant senior capability to the agency’s growing leadership team.

The appointment reflects Cummins&Partners’ continued investment in expanding its integrated services, with media playing an increasingly important role alongside strategy, creative, social, content and earned media.

Cummins&Partners CEO Ben McCallum said Willson’s appointment marks another important milestone in the agency’s growth: “Tom is one of the industry’s outstanding media operators. His strategic thinking, commercial mindset and depth of experience will further strengthen our ability to deliver truly integrated solutions for our clients.

“As we continue to grow, we’re investing in exceptional people who can help our clients navigate an increasingly complex media landscape. Tom’s appointment reinforces our commitment to building one of Australia’s strongest independent agency teams.”

Willson said the opportunity to join Cummins&Partners at a time of continued growth was a compelling one: “What attracted me to Cummins&Partners is its ambition, collaborative culture and commitment to delivering ideas that create real commercial impact. The opportunity to lead and further develop the agency’s media capability while working alongside an exceptional creative and strategy team was one I couldn’t pass up.

“Media is evolving rapidly, and the greatest opportunities come from genuinely integrated thinking. I’m excited to help our clients unlock those opportunities and contribute to the agency’s next phase of growth.”

Willson’s appointment follows a series of strategic hires across the agency as Cummins&Partners continues to expand its capabilities and client offering across creative, media, strategy, content, social and earned media.

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