Kiwi expat Malcolm Poynton set to depart global Chief Creative Officer role at Cheil Worldwide

Kiwi expat Malcolm Poynton, who started his career as a junior creative at HKM in New Zealand, has resigned as Global Chief Creative Officer at Cheil Worldwide after 10 years in the role, to take a break from the industry.

Having led Cheil Worldwide to WARC No. 1 Independent Network (2021) and multiple Agency of the Year titles over the course of ten years at Cheil, Poynton is looking forward to working closer to home in the UK.

Poytnon joined Cheil Worldwide in December 2014 as the agency’s first Global Chief Creative Officer ~ as revealed exclusively by Campaign Brief at the time ~ from the chief creative officer role at SapientNitro Europe.

Poynton helped take the Cheil network from a little-known $934m Korean agency to $3.17Bn global business ranking amongst the top 10 global creative networks and No1 independent global network. Highlights included: Agency of the Year titles won in China, Hong Kong, India, Japan, Spain, South Korea and top 5 in 10 markets including Brazil, Chile, Germany, and Romania. Adding record revenue growth winning global business beyond Samsung: Etihad Airways, Adidas, PZ Cussons, Abbott, VW and UN Women. As well as leading Samsung global Integrated Marketing to creative firsts including ‘most viewed ad on YouTube’ and the World’s first Vertical Gig at KX, Ldn along with unprecedented growth for the Galaxy mobile brand.

A Cheil Worldwide spokesperson said: “Malcolm’s creative leadership has kept Cheil’s creative product ahead of new trends while he’s also fostered collaboration to get the best out of talent, with an ability to do so across cultures. We thank Malcolm for his contribution as GCCO over the past 10 years and wish him continued success in the future.”

Says Poynton: “We’ve packed a lot into the past 10 years; there are too many incredible people to thank for their dedication that’s helped make Cheil the creative network it is today. I’m now looking forward to diving into the next challenge.”

Cheil Worldwide won a host of top creative awards over the past decade, achieving a total of more than 600 global and regional honours including a Cannes Grand Prix, The One Show Best of Discipline, the Clio Health Grand, the Clio Entertainment Grand, Super Clio, D&AD and D&AD Impact awards as well as Grand Prix at Spikes, Dubai Lynx, El Ojo, AdFest, and multiple Effies.

Prior to SapientNitro, Poynton was the Executive Creative Director at Ogilvy & Mather in London where he built and led the teams responsible for Dove’s pioneering ‘Campaign for Real Beauty’ and Cancer Research UK’s internationally recognised ‘Together We Will Beat Cancer’ work. Before O&M, he was the Executive Creative Director at Saatchi & Saatchi, Sydney. He was also deputy creative director M&C Saatchi in London where he worked for five years between 1996 and 2001.

During Poynton’s leadership, SapientNitro, Saatchi & Saatchi, Ogilvy & Mather and M&C Saatchi have all been awarded Agency of the Year titles.

Poynton’s career path prior to Cheil:

SapientNitro, EU CCO, Sapient Corp Global Leadership Team – Agency of the Year (Digital Innovation) and grew to become Europe’s No.1 digital agency, Cannes Gold, Silver and Bronze Lions (winning all SapientNitro Cannes Lions), SXSW Innovation Award, Social Media Week most shared keynote, Cannes Keynote, AdAge Top ten Digital Minds, TechCity Insider UK 100 Digital Innovators. New business wins incl RBS, NatWest, Nivea, M&S, AutoTrader, Ladbrokes, TUI Travel, Sky TV Germany, Vodafone, Standard Chartered, Luxotica, RayBan, Kao Brands and Lycra global.

Ogilvy, UK CCO – Agency of the Year, record number of wins at Cannes Lions, D&AD, One Show, Clio and LIA plus Effies Grand Prix (NA & EU – first campaign to win both accolades in same year). Grew agency to have largest share of Unilever business globally (incl Dove, Hellmann’s, Amora Maille, Comfort) while adding global accounts: DHL, Toblerone, Chiquita, Nutricia, Nestle, Kimberly-Clark and SAB Miller. Local accounts; Ocado, Tilda Rice, Save the Children, Harrods and Cancer Research UK. WPP’s most awarded agency globally.

Saatchi & Saatchi, Australia ECD – helped Toyota achieve No.1 Auto brand in Australia, won Fox Sports, NOVA FM, RTA and Lion Nathan while growing David Jones and Lexus accounts. Turned agency’s creative fortunes to become TV Agency of the Year, Digital Agency of the Year & Retail Agency of the Year collecting Australia’s only D&AD pencil along with Cannes Gold, Silver and Bronze Lions, Caxton’s prestigious Quinlivan Black Award becoming first Australian agency to enter Gunn Report (= CP+B and W+K). Credited with Australia’s favourite TV ad 2 years running and Australian Magazine Ad of the Decade.

M&C Saatchi, UK Deputy CD – won agency’s first ever Cannes Lions (Gold Film & Print), Agency of the Year. Creative lead British Airways, NatWest, RBS, Sky TV, BT, Bryant Homes, Rolls Royce, Asprey, and The Independent accounts.

The Campaign Palace, Australia/New Zealand Senior Creative – Australia’s favourite TV ad, Agency of the Year. Notable accounts incl ANZ bank, Bonds, Yalumba Wines, NZ Cheese, Big M, Melbourne Water and Adidas.

Green Girl Publishing, Australia Partner – in first year, won 5 Folio Publishing Awards.

OMON, Australia Creative – More than a dozen Pencils and over 70 entries in the Australian Writers and Art Directors Annual, Australia’s Creative Team of the Year, Murdoch Magazine’s Magazine Ad of the Year, Folio Awards Magazine Ad of the Decade. Key accounts incl AGL (Australian Gas Light company), Myer Grace Bros, Innoxa Cosmetics and SC Johnson.

HKM, NZ Jnr Creative – Where it all began, winning the world’s least-known industry award, the AXIS Award for Emerging Talent.