Q&A with Sean Cummins of CumminsNitro

By Brian Morrissey

CumminsNitro of Brisbane, Australia, has enjoyed a stellar week at Cannes, winning an unprecedented three Grand Prix (in Direct, PR and Cyber) for a single campaign—the "Best Job in the World" effort for Tourism Queensland. The campaign used newspaper ads and much more to promote an island-caretaker job on the Great Barrier Reef. It set off a global phenomenon. Sean Cummins, CEO of the agency, which was recently acquired by Sapient, spoke to us about the appeal of the campaign, what lessons it holds for the ad industry and the decision to pair above-the-line shop Nitro with interactive specialist Sapient.