After leading Cheil Worldwide to become the WARC No. 1 Independent Network in 2021 and earning multiple Agency of the Year titles across global markets, Malcolm Poynton has decided to take a step back and focus on opportunities closer to home.
Poynton joined Cheil Worldwide in December 2014 as the agency’s inaugural Global Chief Creative Officer, transitioning from his role as Chief Creative Officer at SapientNitro Europe. Over the past decade, he has played a pivotal role in transforming Cheil from a relatively modest $934 million Korean agency into a $3.17 billion global creative powerhouse, now recognized as one of the top 10 global creative networks and the leading independent network worldwide.
Under his leadership, the Cheil network achieved remarkable milestones, including Agency of the Year accolades in key markets such as China, Hong Kong, India, Japan, Spain, South Korea, and top-five rankings in countries like Brazil, Chile, Germany, and Romania. Poynton spearheaded record-breaking revenue growth and expanded Cheil’s portfolio by securing major global clients beyond Samsung, such as Etihad Airways, Adidas, PZ Cussons, Abbott, VW, and UN Women.
His contributions also revolutionized Samsung’s global marketing approach, delivering creative firsts like the “most-viewed ad on YouTube” and innovative campaigns like the world’s first Vertical Gig at King’s Cross, London. These efforts contributed to unprecedented growth for Samsung’s Galaxy mobile brand.
Malcolm Poynton’s visionary leadership and transformative impact leave an indelible mark on Cheil Worldwide, setting the stage for continued global success.
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.”
Poynton said: “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:
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.
