Home Travel agency Chris Jeffares, former boss of Cummins&Partners, joins the travel and adventure agency Safari

Chris Jeffares, former boss of Cummins&Partners, joins the travel and adventure agency Safari


Chris Jeffares has joined adventure, lifestyle and tourism content production company Safari.

Jeffares, former CEO and founding partner of Cummins&Partners and Board Director of the Advertising Council of Australia, has spent the past 12 months working for Stomping Ground Brewing Co and sportech start-up Refbook.

Safari is a leading adventure and lifestyle content production company, originally founded by Andrew Englisch and Nigel Camilleri to capture the global outdoor movement. The three had previously worked together on content projects that spanned the globe in Niseko, Tokyo, Oregon, India, China, Queenstown and even Las Vegas.

Safari has grown rapidly, working with tourism and experience brands like Anaconda, Mountain Designs, Visit Victoria, Great Ocean Road Regional Tourism, Visit Gippsland, Accolade Wines (Global) and Kitchen Warehouse. They have also developed a specialty in automotive production, in partnership with agencies on Ford, Mercedes Commercial, Lexus, Land Rover, BMW and Fuso.

Nigel Camilleri, Director of Safari, said: “CJ is one of the best strategic and entrepreneurial minds in the creative and content industry, and shares similar values ​​and philosophies with us in all areas, from work to the life. We see Safari as a great opportunity to grow into IP-owned, branded content productions, and just do awesome, fun work for brands that deliver amazing experiences and ones that elicit emotions. There is nothing better.”

Jeffares will immediately join Safari as a partner, with a focus on establishing its unique adventure model that incorporates its own film production, photography, talent and localization capabilities. He will also lead the expansion of Safari-owned content productions and partnerships, beginning with a world-first wing documentary later this month. This follows their incredibly timely ARRIVAL photography exhibition developed in partnership with Melbourne Airport.

“I have always liked these guys for their energy, their entrepreneurial spirit, their diverse skills and their flexibility of Safari was second to none compared to a number of other agency roles I was interviewed for. They go far beyond work-life balance, having established lifestyle as integral to creativity, well-being and the business model. With so much talk about work-from-home balance, it was exciting to join a job from anywhere.There are cases that have us connecting surf beaches, sandy campsites, river crossings, mountains and snowfields. How can you say no to that? said Jeffares.

Englisch added, “CJ has always been the right match for us because he complements our skills and matches our energy and love of adventure and the outdoors. Anyone who will jump out of a helicopter with me into waist-deep snow on a sharp ridgeline and then learn how to wingfoil in a pandemic is the perfect fit.”