Published on: July 29, 2026
Independent creative agency Cummins&Partners has strengthened its leadership team with the appointment of Tom Willson as Head of Media, reinforcing the agency’s integrated service offering and continued investment in strategic media expertise.
Willson joins the agency from WPP, where he gained extensive experience in media strategy and planning for a portfolio of leading national and global brands. His background spans media strategy, performance marketing, data and technology, as well as client leadership, bringing additional senior-level expertise to Cummins&Partners’ expanding media division.
The appointment marks another step in the agency’s growth strategy as it continues to broaden its capabilities across media and integrated communications.
Commenting on the appointment, Ben McCallum, CEO of Cummins&Partners, said: “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.”
Sharing his thoughts on the new role, Tom Willson said: “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 senior hires at Cummins&Partners as the independent agency continues to expand its expertise across creative, media, strategy, content, social and earned media.
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