Incubeta, a global marketing agency, has appointed Lani Cummins as Managing Director for Australia and New Zealand. Cummins has been with Incubeta since its launch in Australia 13 years ago and has played a pivotal role in the company's growth and strategic direction.

Under Cummins' leadership, Incubeta's business in Australia has expanded more than fivefold. The company is now focusing on national growth, regional talent, and full-funnel marketing solutions. Cummins has been instrumental in shaping the agency's strategic direction, talent culture, and client relationships, overseeing the launch of solutions such as Google Marketing platform reselling, seamless search, and creative offerings.

Incubeta has expanded its services beyond paid media to include full-funnel creative, data, and measurement services. The agency has established partnerships with major platforms such as Google, Meta, TikTok, Snapchat, and Pinterest. Recent client acquisitions include Petstock and Ella Baché, while maintaining long-standing partnerships with brands like Hanes, Bonds, IAG, The Iconic, and Freedom.

Cummins stated, "I’m incredibly proud to step into this role. Our journey has been one of relentless focus on the team and the clients we serve. It’s exciting to lead a business that values trust, creativity, and the ability to move quickly, while always staying true to our purpose. Our people are the heart of what we do, and I’m committed to building a future where they can grow and thrive."

In addition to Cummins' appointment, Sam Shennan was appointed CEO APAC in 2024, as Incubeta expands its presence across the APAC region. The company aims to combine global capabilities with local expertise to deliver tailored solutions, responding to the region's growth, particularly in rural and regional areas.

The APAC region is experiencing significant growth, and Incubeta's structural evolution aims to meet shifting demand with precision, scalability, and speed. Cummins added, "The APAC region has always been one of momentum and complexity. Our edge lies in how we respond to that – with creative problem solving, client-first thinking, and strong teams that are empowered to lead from wherever they are. That’s what sets us apart."