5 Minutes with… Malcolm Poynton
The Kiwi expat global CCO of Cheil chats with LBB on the joy of working for a 21st century agency, his love of art and the outdoors – and why you can’t Google life
The most thoughtful global chief creative officer working in advertising today? Malcolm Poynton may well be that. Whether he’s delivering a lecture on the history of brands to an auditorium of captivated juniors or pondering the seismic shifts rumbling against the foundations of the old school industry structures, he’s always considered. Perhaps that’s why he’s had such a fruitful time at Cheil, helping to cultivate the South Korean-headquartered network into a global network with creative impact. Working with a major client like Samsung, innovation and technology are woven into the agency’s DNA, but Malcolm’s never lost sight of the emotional purpose that drives what they do. Perhaps that’s because – between the flights from London to Seoul – he makes a point of getting out, immersing himself in the art world or, even better, the great outdoors. As he tells LBB’s Laura Swinton, you can’t Google life…
Malcolm is also one of the jurors in the upcoming Immortal Awards, which is FREE TO ENTER for all LBB member agencies and production companies.
LBB> You’ve been at Cheil for three and a half years – what has that experience been like?
MP> It’s been three and half years now; it’s been amazingly full-on and it’s been amazingly satisfying with the creative progress we’ve made. It’s also been an incredible journey of discovering new and different cultures. Seoul is a great place; it’s very particular. It’s very forward-thinking and, I would say, progressive. And, increasingly, it’s a place that the fashion world has got their eye on. It’s just full of energy.