A RELATIVE newcomer has won the hotly contested job to rebrand one of the state’s most important shopping precincts – the Rundle Mall.

Nationally awarded advertising agency Cummins & Partners has signed the contract with the Rundle Mall Management Authority after opening an Adelaide office headed by Bronwen Gwynn-Jones in 2012.

Tenders for the Rundle Mall rebrand and an associated marketing campaign were called for late last year and numerous local and national agencies had been since vying for the prize.

Ms Gwynn-Jones said the Mall contract lasted for the remainder of 2014 and involved creating an entirely new brand strategy, logo and marketing campaign.

“We’re absolutely going back to the drawing board, it’s about what the Rundle Mall means to the city and where it will go in the next 10 years and on,” she said.

The agency would work closely with the authority but also the stakeholders in Rundle Mall, Adelaide City Council, tourists, businesses, consumers, tenants, and other stakeholders.

Ms Gwynn-Jones said the mall rebrand was an iconic project that would help raise the Angas Street agency’s local profile.

“It’s an extremely important time because one of the government’s key priorities that the Premier has indicated, is that he wants to create a vibrant and livable city,” Ms Gwynn-Jones said.

“It’s an absolutely iconic project for Cummins & Partners and one we’ve wanted.

“There’s a lot of emotional attachment to Rundle Mall so it’s a job we take extremely seriously.”

National Cummins & Partners boss Sean Cummins, who was behind the launch of the high-profile Chadstone “The Fashion Capital” shopping centre in Melbourne along with working on the Best Job in the World campaign for Queensland Tourism, would also contribute his expertise to the account.

So too would more recent national partner, Adrian Ferrier, the founder of another high-profile national agency Naked Communications, after he joined the Melbourne office late last year.

Cummins & Partners was renamed from Cumminsross on April 1.

Rundle Mall Management Authority marketing and events consultant Amanda Grocock said the $30 million redevelopment of Rundle Mall by the Adelaide City Council presented “a perfect opportunity to refresh and revitalise the Rundle Mall brand”.

“After a careful and considered process it was agreed that Cummins & Partners provided the perfect mix of local knowledge, industry experience and creativity needed to create something special for the Mall,” she said.

Cummins & Partners Adelaide office now has eight staff, with Maddy Lehmann recently appointed account director after returning to the city from a job with Clemenger in Sydney.

The Adelaide office currently had Hilton Adelaide, the Lion Group and some South Australian government projects on the books.

Former kwp! copy writer David Ormston was drawn into the fold as creative director in December last year.