Global creative company 72andSunny appointed Psembi Kinstan as executive creative director of 72andSunny Amsterdam.
Kinstan was previously the group CCO at Clemenger BBDO, formerly DDB Melbourne, where he led the creative vision of the agency and grew it from under 30 to over 100 staff, winning plenty of awards along the way.
He has left the role a few months after Omnicom merged DDB with Clemenger BBDO, which led to a leadership restructure with former Clems boss Lee Leggett moving into a group role and the agency being led by DDB Melbourne leader Mike Napolitano and DDB Sydney boss Sheryl Marjoram.
Psembi confirmed to B&T that he was leaving yesterday (18 February) and would take up the new role in February
“It was a hell of a few years with Michael Napolitano and Matt Pearce, and our whole incredible team we built at DDB Melbourne (now Clemenger BBDO of course),” the popular creative leader wrote on LinkedIn.
“I learnt so much from all of you. And I’m bloody fond of all you all too. But now, for me and the family, it’s time for a big new adventure.”
I could not be more excited to work with the brilliant Hollie Loxley Armando Potter and Justine Armour, amongst many many more, and join a team with such great momentum.
after his family had settled into life in Amsterdam.
Mike Napolitano CEO Clemenger BBDO said: “Since joining forces in 2021, Psembi and I have spent a lot of time together— with CSO, Matt Pearce— building a creative business focused on world-class work and the amazing people you need to make it happen. He is a true talent, a wonderful leader full of ambition and an even better human.
“So, when Psembi told me he wanted to head overseas with his beautiful wife Em and two cracking boys to continue their family adventure, I couldn’t have been happier for them. I am so proud of the work we’ve done together to build our team and the deep friendship we have created. Psembi is always welcome back anywhere I work.”
Clemenger BBDO’s creative leaders are Stephen de Wolf and Matt Chandler, with the agency on the hunt for Kinstan’s replacement.
Kinstan joins 72andSunny following a period of business and creative growth for the agency, including new business wins and strong organic growth from e.l.f. Cosmetics, Zurich Insurance, Lingo, Disaronno, Indeed and TikTok.
He will report to international chief creative officer Justine Armour, who recently visited Australia, and joins Hollie Loxley, managing director, and Armando Potter, head of strategy.
“Our team in Amsterdam already has real momentum. We’ve had some great client wins and some fantastic work out recently, and what we need now is to turn that momentum into a big creative story that sustainsm” said Armour, one of Australia’s top creative exports.
“Psembi has a history of leading thoughtful, culturally resonant work and, just as importantly, he knows how to scale a team without losing its soul. He brings ambition, clarity, and a standard that makes everyone better, plus he’s a genuinely nice guy. I’m thrilled to have a brilliant creative human leading 72andSunny Amsterdam into its next chapter.”
Kinstan said: “72andSunny was founded in LA and Amsterdam, and the Amsterdam office has been International Agency of the Year several times over its rich history. With the incredible team they’ve already built, and the insane momentum the office has achieved in the past year, our sights are set on world domination. Or at the very least, making some of the best advertising in the world.”
Loxley added: “Psembi joins us as an exceptional creative leader and someone I’m genuinely excited to partner with. I believe the best work comes from trust, generosity and real creative partnership – with our clients and with each other. From our first conversations, it was clear that he brings not only remarkable craft and cultural instinct, but a spirit that lifts the people around him. He cares deeply about the work and the teams who make it.”
