THINKHOUSE, one of the Ireland’s leading Communications and Sponsorship agencies, has announced the appointments of Neal Cummins and Andy Forshaw to its leadership team as it looks to further expand its integrated communications and creative offering.

Cummins joins the agency as Head of Integrated Communications, a newly created leadership role designed to accelerate THINKHOUSE’s integrated communications and sponsorship strategy capabilities. Forshaw has been appointed Creative Director, bolstering the agency’s creative strength at a time when brands are seeking more culturally relevant and experience-led sports marketing.

Commenting on the appointments, THINKHOUSE Founder and Head of Creative Innovation Jane McDaid said: “Sport has always been central to THINKHOUSE’s story. It’s where culture, community and creativity meet and it’s where brands can earn genuine relevance and growth. Neal and Andy bring world-class sports, sponsorship and creative expertise that will elevate our offering even further and we are excited to welcome them to the team.”

Cummins brings almost two decades of experience across agency and in-house roles, including senior positions at Fleishman Hillard, Sky and Navy Blue. Widely regarded as one of Ireland’s most experienced sports communications leaders, he has worked across football, rugby, GAA and golf, with particular expertise in sponsorship strategy, rights-holder relationships, brand partnerships and reputation management.

During his time at Sky, Cummins led the broadcaster’s landmark partnership with the Republic of Ireland Women’s National Football Team, securing Sky as the team’s first standalone primary partner. He subsequently oversaw the addition of the Men’s National Football Team to Sky’s sponsorship portfolio.

Before joining Sky, he spent more than five years leading the sports and sponsorship division at global communications agency FleishmanHillard, where he worked with major brands including Aviva, Cadbury, EA Games, Google, P&G, SuperValu and Communicorp.

“THINKHOUSE has long set the benchmark for culturally powerful sports sponsorship campaigns — from Heineken and Three to the Irish Open and Sure’s partnership with the GAA,” said Cummins.

“The agency’s ability to turn sponsorship into commercially impactful campaigns is unique. I’m excited to build on that legacy and help scale an offering that connects brands to fans in more meaningful, measurable ways.”

Forshaw brings more than 15 years of experience across design, branding, art direction, animation, film and illustration. He has held senior creative leadership roles at The Tenth Man in Dublin, Liquid in Liverpool and Future Design in Stockport, working across sport, fashion, music, retail and the public sector.

His portfolio includes collaborations with global brands such as JD Group, Guinness, Adidas, Fanatics, Champion, Liverpool Football Club and Community Games, delivering full-funnel campaigns that blend creativity with commercial impact. His background at the intersection of sport and culture aligns closely with THINKHOUSE’s long-standing creative approach to sponsorship.

“THINKHOUSE has a proven history of producing bold, culturally relevant work in sport, with campaigns that fans genuinely engage with,” he added.

“With its progressive digital, technology, social and PR capabilities under one roof, the agency is uniquely positioned to make sponsorship ideas go further and work harder. I’m excited to help shape the next era of creative excellence in sport.”

THINKHOUSE has been behind some of Ireland’s most recognisable sports sponsorship campaigns, elevating Heineken’s presence in rugby and golf, delivering high-impact activations for Three, amplifying the Irish Open on the global stage and shaping Unilever brands through strategic sports partnerships.

The appointments signal a continued focus on deepening the agency’s integrated communications model and strengthening its ability to connect brands and audiences through culturally resonant sport.

Image Credit: Thinkhouse

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