Kiwi expat Malcolm Poynton takes up European chief creative officer role at SapientNitro

Top Kiwi expat advertising creative Malcolm Poynton is joining SapientNitro as its first European chief creative officer. The former executive creative director of Ogilvy Group UK takes up the role at the newly merged company after a period of consulting for Mother.

Last Friday Sapient Interactive, the UK’s largest digital agency joinedforces with SapientNitro brand agency, a move that offers an integratedsolution embracing both brand and digital capabilities. In his new role Poynton will be developing SapientNitro’s brandoffering and integrating it with the interactive division, as well ashiring new senior staff.

New Zealand-born Poynton started his career by accident when he joineda New Zealand start-up agency. He had a brief stint at BBDO London in1989 before returning to the Antipodes to join Sydney-based OMON.

He was a founding member of M&C Saatchi, where as deputy creativedirector he led the award-winning British Airways ‘Johnny Foreigner’campaign starring PJ O’Rourke, the NatWest ‘trendy wine bar’ work andthe launch of Sky Digital. Following that, he joined Saatchi &Saatchi Australia as executive creative director, where he took theagency to a string of successes, including Cannes Golds, D&ADsilver, Caxton & Folio Grand Prix and ATV Agency of the Year.

He became executive creative director of Ogilvy UK in 2003. During thistime the agency created Dove’s now legendary ‘Campaign for RealBeauty’, Ford’s Evil Twin viral campaign, the much awarded digitalflooding of Second Life and multiple Cannes gold and Grand Prix directawards for Cancer Research UK. Malcolm also led the winning globalpitches for DHL, Cow & Gate, Chiquita Fresh Fruit and SAB Milleralong with domestic pitches for Ocado and Cancer Research UK.

Says Chris Clarke, the Australian global CEO of SapientNitro: “InSapient Interactive and SapientNitro joining forces we have a uniqueopportunity to deliver what everyone else can only talk about – truebrand and digital integration that delivers multi-channel marketing andcommerce in one place. To do this we need strong leadership that’sexperienced and capable in both disciplines and that’s why we’ve hireda chief creative officer. There aren’t many that can do that, Malcolm’sone of the few – we’re excited he’s joined us.”

Says Poynton: “Having a chief creative officer across brand andinteractive disciplines sets us apart from other agencies, allowing usto create an environment where the tech teams are as much a part of thecreative as writers, art directors and designers. We’re now the firsttruly ambidextrous agency in town.”