A transatlantic partnership between UK agency Bray Leino and US counterpart The Mx Group beat competition from rivals to win the global agency of record pitch for Fortune 500 company Cummins.
Cummins, a manufacturer and distributor of engines, filtration and power generation products generating over $22 billion in revenue annually, chose the two agencies for its global strategy and communications agency of record.
Bray Leino will manage the work across the UK, Europe and Asia, significant growth markets for Cummins, while The Mx Group will be responsible for all North American work, with Bray Leino’s media department covering all markets.
Carole Casto, vice president of communications at Cummins, said: “Mx and Bray Leino have the capabilities, agility and experience necessary to help us drive sales, elevate our brand and expand our creativity. They have demonstrated they know how to work effectively with B2B clients and help companies like ours achieve their objectives.”
The Mx and Bray Leino transatlantic partnership was formed to provide B2B marketers with a global agency option outside of the holding company model. The two partner agencies select clients they view as a great fit and form custom teams that are bound by their mutual desire to work for a common client. The partnership provides clients with a combined offering of more than 450 full-time employees, 75 years of B2B experience, and capabilities ranging from strategy and creative to demand generation and digital development.
Kate Cox, CEO of Bray Leino, said: “Cummins has an incredible history, while being at the forefront of engineering, leading the charge in power solutions and breaking new ground in technical innovation. We’re incredibly excited to work for such a respected and forward-thinking client, at a time of huge industry change.”
Peter Wroblewski, principal and co-founder of The Mx Group, said: “We knew we shared Cummins’ passion and industry expertise, but what’s really made this appointment is the way Cummins and Mx and Bray Leino ‘just clicked’.”
