After a competitive pitch, the AFL has selected cummins&partners to develop this seasons Toyota AFL Finals Series campaign.  George Patterson Y&R remains the AFL’s agency of record.

Dorothy Hisgrove, General Manager - People, Customer & Community AFL said, “We wanted some different thinking on this particular project and opened it up outside of our normal processes. We are really pleased with the result. We have an incredibly passionate fan base who will be at the heart of our finals thinking.”

Adam Ferrier, CSO at cummins&partners said, “It’s great to be working with the AFL on this project.  There are many people in this agency who take the game rather seriously, so needless to say we’re pretty excited.”